Wandsworth Council recently approached us to reinvent their fostering brand to help them recruit more foster carers. We created a friendly logo, with a digital-first mindset: The ‘W’ was drawn to represent an illustration of a child wrapped in the protective arms of a carer. We felt this was a powerful metaphor that only Wandsworth could own. This logo can work on its own or be overlaid on an image as a watermark.
We developed a full visual identity system including a handwritten typographic style and tightly cropped imagery showing powerful moments of family life. Everything was designed to work alongside the main Wandsworth logo and colour palette.
The first outline was a social media campaign during Fostering Fortnight this year. There were two strands to the campaign. Firstly to land the logo and new look and feel. Secondly, we concurrently ran a myth-busting campaign that clearly exploded some misunderstandings about who can foster. As Wandsworth is a relatively small council, surrounded by bigger councils with larger budgets, it was essential the campaign branding had a very distinct look to it.
We developed a range of printed materials, including posters which were displayed across the community in places such as libraries and leisure centres.
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