CLEAN SHEET - CROWDFUNDING LAUNCH

THE PROBLEM WORTH SOLVING

Purpose-driven consumer brands keep failing at the same thing: they talk about values but don't change behaviour. Clean Sheet needed to launch a 100%-profit-to-charity essentials brand into a market drowning in greenwash, and raise £100k in crowdfunding from a standing start.

THE INSIGHT THAT UNLOCKED IT

The problem was was distance from eco brands. People didn't feel their toilet paper purchase connected to anything real. The insight: progressive UK consumers (29% of the population, £1.8bn in annual essentials spend) already make political choices every day. They just don't see a supermarket aisle as one of them. The job was to collapse the distance between the most unglamorous purchase in your home and the most urgent fights happening outside it.

WHAT I DID

Led brand positioning from scratch. Defined the strategic narrative, tone of voice, audience segmentation, and the social-first campaign framework for the crowdfunding launch. Wrote the founding positioning brief that shaped all creative, copy and channel decisions.

THE IDEA IT BECAME

Radical clarity. Where other ethical brands soften their message to avoid alienating anyone, Clean Sheet did the opposite — blunt, unambiguous, slightly provocative. Every purchase reframed as a political act. No corporate language, no hidden agendas, no softening. The toilet paper you buy is either funding a corporation or funding grassroots resistance. Choose.

WHAT HAPPENED

£101,063 raised — 101% of the £100k crowdfunding target

Campaign validated strong consumer appetite for a radically transparent essentials brand

Positioning framework adopted as the foundation for all future brand and product communications