Creating a shared purpose
Camden, Haringey and Islington councils were joining forces to create an industry-leading IT initiative: Shared Digital. We workshopped with the leadership team to get to the heart of what would inspire employees to embrace, rather than fear, the change. The result was a strong strapline and messaging framework that emphasised the power Shared Digital had to make a real difference to their communities. We used the geographical shapes of each borough to create a strong brand mark, with vibrant colours, clean fonts and a positive, purposeful tone of voice to bring a sense of excitement and belonging. We gave the client brand guidelines they could implement themselves so that the energy of the campaign could continue beyond the initial change, creating ongoing purpose and pride in the new shared service.