Lucy Richardson




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Lucy co-founded Brand Legacy in January 2008. Brand Legacy is a marketing consultancy with a focus on developing brand strategies with a positive legacy. Rooting their work in consumer and customer insight, the consultancy helps companies develop brand, innovation and communication strategies that talk to these insights.

Lucy has 20 years of blue chip marketing experience, 12 years of which were as a senior consultant with Added Value, where she was MD of Added Value Germany and then for three years CEO in the UK. She began her career at Diageo in brand marketing, where she worked for 5 years in Paris and London.

Some of her recent clients include Kellogg’s, Jack Daniel’s, Glanbia and M&S, exploring both brand positioning and proposition development. One of the founding principles Lucy put in place when founding Brand Legacy was to understand more about how brands can influence and respond to consumer behaviour in relation to sustainability.

Some of her recent projects in this area include:

  • Developing a proposition and communications strategy for the John West WWF partnership
  • Developing a communication platform for Sky Rainforest Rescue
  • Developing a brand proposition for Oxfam’s African solar business, Just Energy
  • Exploring relevance of the SDGs to mainstream consumers for UKSSD 

Work w/ CUSP

Lucy and her colleague Abi Bray are collaborating with the CUSP team to explore everyday consumption amongst young people in Surrey. The joint research project is gathering insight into consumption behaviours and explore how issues around sustainability fit into consumption patterns amongst young people. Brand Legacy is funding the recruitment and financial incentives involved in engaging the target sample, and later contributes to the analysis of the findings.