June 2026
Nature Has a Branding Problem
THE NAT at SXSW London
SXSW London, Shoreditch, London
Session Overview
As part of SXSW London, THE NAT took the stage to make the case that nature has a branding problem — and that design, culture and storytelling are essential to fixing it. Led by Amy Bryson, Al MacCuish and Nina Ferguson, the session shared the story behind creating THE NAT Gala and developing a design system for a movement, exploring how creative partners and collaborators shaped the brand, experience and cultural language of THE NAT. The conversation covered why nature needs rebranding, the making of THE NAT Gala, and creativity as a tool for movement-making — arguing that shifting culture is as critical as shifting capital in the fight to protect the natural world.
Leads:
- Amy Bryson — Co-Founder, THE NAT
- Al MacCuish — Founder and Chairman, Sunshine
- Nina Ferguson — Co-Founder, INCA Productions