Communicating beyond the norm

Yet if data, capital and the land itself are the bricks of our model, brand and storytelling are the mortar. They bind everything together, ensuring our story isn’t just told, but heard, believed and acted upon.

Reimagining the business of nature

At Oxygen Conservation, we are building something entirely new: a natural capital portfolio delivering both environmental restoration and strong financial returns.

Our foundation is land. From carbon credits verified under the Woodland and Peatland Carbon Codes, to rewilding projects creating Biodiversity Net Gain units, to renewable energy and sustainable tourism, each estate provides tangible value and resilience while offering a canvas for landscape-scale conservation.

This is conservation at scale, guided by the belief that profit and purpose aren’t opposites, but increasingly correlated.

Building our brand

From the outset, we knew that to change the way people think about nature, we couldn’t rely on the same old language and image of conservation. Too often, the sector has been cloaked in clichés with green logos or bureaucratic jargon, leaving people disengaged.

Our brand is deliberately different: clean, minimal, modern. It doesn’t distract from nature but frames it. World-class photography showcases the beauty of the landscapes. The writing in our articles and books is designed to be honest and ambitious. Our podcasts and vlogs open the door to conversation, rather than closing it.

The Shoot Room Sessions podcast was born from a desire to share big, often difficult conversations authentically, bringing together voices focused on environment, impact and adventure.

We’ve now released over 120 episodes, partnering with Knight Frank to tell the stories of people changing what it means to be in conservation and in business.

People connect with people

We know people connect with people. If we want to inspire the next generation of conservationists, we must show them the individuals already changing the world. That’s why we write so consistently about our team, a group of extraordinary, driven and completely unreasonable (in the best possible way) people who make Oxygen Conservation what it is.

Personal brand for me is about sharing honestly and inviting people into the conversation. Combined with the voices of our team, it creates a brand rooted in authenticity, transparency and quality.

Storytelling brings results

So, how does this investment in branding and storytelling help us to ‘Scale Conservation’? Firstly, it secures investment. Investors don’t just study spreadsheets; they back belief.

Our brand demonstrates ambition, integrity and professionalism, giving confidence that Oxygen Conservation is both commercially credible and mission driven.

Secondly, it inspires and motivates. Great stories move people to act. Whether it’s young people seeking purposeful careers, the communities we’ve built both locally and digitally, or businesses looking for impactful partners, our storytelling makes conservation exciting and urgent.

Finally, it builds the sector. By shaping the conversation around natural capital, we’re helping to establish the market itself. Every podcast, post and press piece challenges the outdated notion of conservation as philanthropy, proving it is the next great asset class.

At Oxygen Conservation, branding multiplies our impact, extends our reach and accelerates our mission to make nature investable. For others, whether you’re rewilding or running a rural enterprise, the way you present your work determines who believes in it, who funds it and how far it can go.

Banner image: Oxygen Conservation