The new CEO at IEMA consulted stakeholders internally and externally to inform the future shape and purpose of the organisation. It was decided that IEMA needed to service the broader community of ‘sustainability’ professionals in addition to the existing ‘environment’ professional membership base. A considerable change in remit. Furthermore, it needed to provide ambitious, visionary leadership. A new brand narrative was needed to support an internal restructure and membership review. It would need to engage stakeholders and increasing clarity on the value of membership for individuals, businesses, students, and other groups. It would drive the recruitment of new members worldwide.