When expertise doesn’t translate

Our work with PetoMcLaren did not begin with a call, a meeting, or a networking event. It started with two dogs.

Early mornings, same route, nearly identical dogs. At first, it was just a nod and a quick "good morning.” Polite, brief, and unremarkable. Over time, the greetings grew longer. Dog names came before people’s names. Then came small talk, shared frustrations, and the slow revealing of work and life that happen when you keep seeing the same person in the half-light of dawn.

Eventually, the inevitable question appeared: So what do you do?

Charlotte’s answer was clear in a literal sense. She spent decades working to prevent conflict, resolve disputes, and establish structures to keep people safe in schools and workplaces. She had deep experience, credibility, and conviction. But what she lacked was a simple way to explain why that work mattered - especially now that she had stepped away from a ‘job for life’ to create her own venture.

The frustration wasn’t about her competence. It was about how to translate what she did.

Words like safeguarding, conflict resolution, and mediation meant specific things within the profession. Outside, they often seemed abstract, narrow, or too technical. Charlotte could describe her work, but struggled to convey why it mattered in a way that resonated across different sectors. Education, hospitality, professional services, and the third sector - each faced similar human challenges but didn’t see themselves in the language used.

That tension became the starting point - not a branding exercise, but a series of conversations. We discussed moments rather than services. What people feel when conflict is mishandled - and what changes when it’s managed well. The quiet relief when risk decreases, trust is rebuilt, and people can stay in the same room. The work that happens long before a problem erupts, not just afterwards.

Gradually, something changed.

The focus shifted from controlling behaviour or enforcing rules to helping people find common ground - a shared understanding and a way forward that doesn’t rely on winners or losers.

Across all Charlotte’s stories, one idea kept emerging: resolution isn’t a final point but part of a process of moving closer. That’s where the language originated.

‘In pursuit of common ground’ wasn’t just a slogan. It reflected how Charlotte already worked and invited conversation rather than shutting it down. It gave her a starting point - encouraging questions instead of demanding explanations. From there, she could discuss safeguarding, mediation, and prevention in ways that felt relevant because the core idea was human and familiar.

With that shared understanding in place, everything else became easier.

The visual identity didn’t dramatise or sanitise conflict. Two simple shapes, their overlap representing common ground - created not by force but by proximity and willingness. Calm pastel colours, a modern typeface, and a tone of voice that was clear, direct, and modest - mirroring Charlotte’s own approach.

What emerged wasn’t just a new name or look - it was momentum, confidence, and a clearer way to talk about her work without shrinking it or overcomplicating. The change wasn’t from vague to precise but from internal language to shared understanding.

And it all began, appropriately, with a continuous conversation - one early morning at a time.

Project deliverables

Brand & Design Strategy, Identity design, Website design & build.