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Branding

Brand identity

Government Digital and Data
The new brand identity struck a balance between being both professional and dynamic. It featured bright colours such as pink, yellow, green and orange.
Three pull up banners show the new branding out in the wild.
We produced a set of brand guidelines which included fonts, colour palette and more.

The challenge

The Digital, Data and Technology (DDaT) Profession asked us for new brand to provide a respected and unified identity for internal staff, and to position government as a tech-sector employer of choice for external candidates. The requirements of these two audiences varied significantly, so our brand had to resonate with both. To attract top talent from the private sector, we knew we needed to counter negative perceptions of the Civil Service and showcase the unique benefits of DDaT’s work.

Our solution

After gathering insight from stakeholder interviews, desk research and landscape audits, we developed three distinct creative routes and tested them with Civil Service and private sector professionals. We worked closely with the client to refine the chosen route, ensuring it achieved the right balance between professional and dynamic to appeal to both audiences. We renamed the profession to Government Digital and Data, producing an extensive suite of brand assets and guidelines to support recruitment and retention communications.

Brand identity

Office for Veterans’ Affairs
The headline on the image is "Making the UK the best place in the world to be a veteran".
We created a set of Brand Guidelines for OVA which included fonts, colour palette, photography and much more.
We created a bank of photography for the client featuring veterans against brightly coloured backgrounds.

The challenge

The Office for Veterans’ Affairs was set up in 2019 and aims to make the UK the best place in the world to be a veteran. We were asked to create a brand identity to help unlock their ambition and build brand recognition. The brand needed to resonate with their staff and partners as well as the veterans they support.

Our solution

We created a vibrant and emotive brand that smashes stereotypes and recognises the unique contribution veterans make to society. Photography and bright block colours give the brand a modern and engaging look, while simple icons, textured typography and a unified tone of voice all bring a human touch.

Rebrand

Emergency Services Network
A user guide showing how the new brand was applied to printed materials from the ESN.
Two pull up banners show the new branding out in the wild.
We produced a set of brand guidelines which included fonts, colour palette and more.

The challenge

The Emergency Services Network is a new critical communications system that will be used by over 300,000 emergency service workers in Great Britain, including ambulance and fire and rescue teams. We were asked to create a simple, digital-focused brand to ensure the system is easy and intuitive to use in high-pressure situations.

Our solution

The simple brand focuses on the Emergency Services Network’s role in keeping workers connected. Straight lines and rounded shapes join up to represent direct communication and teamwork. This uncluttered approach means that users can navigate and find information quickly, supporting their life-saving work.

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