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Adapting to the ‘new normal’ with FRAME

Client: FRAME

Sector: Charities

Joining a new organisation as the country went into lockdown last March, was not the best of timing, but FRAME’s newly appointed CEO was determined not to let that get in the way of her plans.

V Formation adapted quickly to deliver a successful programme of values workshops.

V Formation Ltd

Redefining the values

FRAME, which stands for the Fund for the Replacement of Animals in Medical Experiments, is an independent charity and was founded over 50 years ago. V Formation has been working with FRAME for the past three years, and following Celean Camp’s appointment as CEO, we embarked on a project to challenge and redefine FRAME’s values to support its strategy for the coming years.

Due to the lockdown and travel restrictions, we had to come up with an alternative way of working. Putting our own brand values into action, we used our ‘curiosity’ and ‘spirited’ nature to deliver this ‘ambitious’ project.

V Formation’s Sue Carr explains more about how we managed to adapt quickly to a new way of working:

“Running values workshops remotely was not something we had done before, and some may say it is possibly not the best way to do these things, but faced with no other option we set about planning the online sessions. Using digital and online tools such as Menti (an online voting tool) we were able to put together fun, focused, thought-provoking and interactive sessions which led us swiftly to an agreed set of values that underpin what FRAME stands for.”

“Having only managed to physically meet Celean once in her new role, we have been able to work closely together to provide support as she developed her vision and the strategy for FRAME.”


“The values of an organisation are extremely important to me and I felt that at FRAME we needed to revisit ours in the light of how the charity has evolved. I was a bit anxious about how useful and productive an online session would be as, like many of us, I’ve previously only done this thinking in a group on away-days surrounded by whiteboards, flipcharts and post-it notes.

However, the process was expertly facilitated by V Formation and generated a really rich conversation about how staff and stakeholders view us, past and present, and our aspirations for the future. The values we agreed on truly represent FRAME and how we work, and I’m incredibly proud of the teamwork and honest conversations that enables us to articulate these.”

Celean Camp, CEO of FRAME

V Formation has worked on a number of client projects to help identify the values that are true to their organisation, behaviours and culture. Sue’s blog explains more about the importance of vision and values within an organisation, and outlines how best to approach this initiative internally. Get in touch if you would like to find out more, or discuss the best approach to help develop your company’s vision and values.

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