Making a difference starts with showing up differently.

Clear, practical brand & content consultancy for travel, charity, culture and membership organisations.

THE PROBLEM

You’re on a mission, and you want people to visit, join, volunteer, renew, donate - but first you have to get their attention. And in a world of industrial-scale content, more is no longer the answer. To stand out from all the everyday grey, brands need truly individual perspectives, stories and creative identities.

That’s the problem I love solving.

It’s never been easier to create content.
It’s never been harder to get noticed.

Headshot of Dan Linstead

ABOUT ME

Editorial instincts + brand thinking.

I’m a brand, content and editorial consultant with wide experience in travel, charity and membership communications. I have a strong track record of pitching and creative development for agencies, but I’ve also worked client-side (in public and private sectors) and for media owners growing their own brands.

Most recently, I was Head of Brand & Content at VisitBritain, where I established a new function spanning brand, social, content and creative. I helped develop and roll out the global Starring Great Britain campaign, winner of the 2026 Marketing Society Grand Prix.

Before that, I spent 10 years as an agency Content Director, working with major charities and membership organisations. And I carry forward many learnings about audience and content integrity from my time as editor of Wanderlust - "the best travel magazine this side of Nanga Parbat" (Michael Palin).

I’m based in Bristol, and can work wherever it’s helpful.

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A fresh perspective, wherever you’re sitting.

Need help shaping a brand or content pitch, or fresh eyes on a client challenge? I’ve worked both sides, and bring a track record of award wins and business growth.

For agencies

For marketing teams

How do you harness your brand and content to deliver outcomes, not just likes? I help travel & tourism, charity and membership organisations sharpen their message to deliver improved ROI.

Need a clear view on new channels and trends, or an experienced commissioning editor? From print to AI, I help specialist media brands reach their audiences.

For media owners

Clear analysis, creative ideas and practical takeaways. Jargon-free.

WHAT I DO

I can deliver a specific project, support a content team longer term, or provide fractional leadership.

01

Brand positioning, proposition development and workshops that get to the heart of your marketing, or agency pitch. The basis for effective content.

Find your angle

02

Content audits and strategies that connect audience needs, stories, channels, AI discoverability and measurable goals. How you know you’re winning.

Decide where to play

03

Editorial direction, creative development, practical frameworks and senior support to help teams deliver with confidence. The ideas that make the strategy pop.

Bring creative flair

Typical projects:‍ ‍Content audits · proposition statements · brand & tone guidelines · editorial strategy · workshops · pitch support · AI guidance

CLIENTS & EMPLOYERS

For brands on a mission, of all shapes and sizes.

“Dan enabled RSPB to realise our vision by bringing in top-class editorial strategy, fresh thinking, idea generation and crucial interpersonal skills.”

WHAT THEY SAY

Mark Ward, Head of Supporter Experience
RSPB

Content strategies that get results.

RECENT PROJECTS

The UK’s biggest art charity wanted an independent view of their member comms - could they save money, improve workflows, gain revenue? I benchmarked their publishing strategy and unlocked a new revenue stream.

MEMBER COMMS | CONTENT STRATEGY

Art Fund

RESULT:

New regular subscription income

Girlguiding

The much-loved charity for girls was looking for unrestricted income, but they couldn’t ask their hard-working volunteers for any more. I helped create Friends of Girlguiding: a new, regular-giving proposition reconnecting former Brownies and Guides.

PROPOSITION DEV | COMMS STRATEGY

Hundreds of new supporters and prospects

RESULT:

A new website was launching, but the legacy content needed a serious declutter. I ran an SEO content audit while the site was in beta, identifying three new core content pillars Ramblers could own, plus a more distinctive, diversely authored approach to content.

DISCOVERABILITY | CONTENT STRATEGY

Ramblers

1.5m website visitors in first 6 months

RESULT:

VisitBritain

Britain’s destination brand had evolved over years - but never been fully articulated. I worked with colleagues in Europe, the US and GCC to create the first consolidated global brand guidelines, including a new brand personality, tone and approach to imagery.

BRAND | POSITIONING

Improved consistency, fewer brand queries

RESULT: