Advancing a low-carbon, energy-secure future

As custodians of some of the UK’s most diverse and important places – from urban homes, places and infrastructure to rural land, seabeds and coastline – The Crown Estate has a unique opportunity to help drive a low-carbon, energy-secure and prosperous future for the nation. In the next phase of its decarbonisation plans, The Crown Estate is expanding its ambition, setting science-aligned, sector-specific trajectories to accelerate action and increase accountability across its portfolio.

Sharing ambitions to expand action

The challenge

The Crown Estate is on a mission to help advance a low-carbon, energy-secure future, uniting people and places to support the nation’s net zero transition. Having expanded its net zero strategy in 2025, The Crown Estate was looking to share its refreshed ambitions with key stakeholder groups. In order to highlight the evolution of its approach, it was important to show the progress to date through impactful stories of learning and achievement.

A holistic approach

The solution

To tell The Crown Estate’s story in a compelling and transparent way, we started with a series of focused workshops to develop a creative theme that would run across all its communications. Once created, we worked together to produce a clear, engaging Net Zero Update, with expert copywriting, elevated design and bespoke infographics that brought key information to life.

We developed a range of additional materials to support the launch of the report. This included an employee-focused presentation deck, social media posts and a refreshed decarbonisation webpage that mirrored the report look and feel.

Animation showing The Crown Estate's 2024-25 emissions breakdown by sector

Impactful, unified communications

The result

The result of this partnership was a unified suite of communication materials that helps The Crown Estate share its past, present and future actions to decarbonise operations while contributing to wider, national action. The launch received good engagement on LinkedIn while both the Net Zero Update and accompanying webpage were very well received by The Crown Estate’s target stakeholder groups.

“ Flag has played an important role as partners in establishing our growing Net Zero ambition, helping to turn the strategic approach into a compelling narrative. This creates organisational clarity and helps to galvanize action with our people and stakeholders.”

Lamé Verre Sustainability Director Net Zero, The Crown Estate

Decarbonising our business update Decarbonising our business web page

What we did

Communications strategy, idea platform and workshops
Design identity and messaging framework
Report content planning, content collection, copywriting and design
Updated website content
Social media assets
Internal presentation toolkit

About The Crown Estate

The Crown Estate is an independent business, created by an Act of Parliament, that sits at the cross-section of the public and private sectors. They are custodians of some of the most distinct and important land and sea holdings across England, Wales and Northern Ireland, managing a £15 billion portfolio. They are driven by a purpose to create lasting and shared prosperity for the nation.

Our work in practice

Rethinking the digital experience

Taking sustainability to the global stage

See more of our work