Copywriter
creative
uk gov
uk gov
creative
Designer
Copywriter
Designer
Get your spark back with ignite
The Department of Health and Social Care were staring down the barrel of a crisis. In the past few decades, the field of adult social care has transformed unrecognisably; new technology and tools, new ways of working, massive cultural and political shifts.
The problem is that the commissioners leading the sector are older individuals with low tech-literacy, with more individuals in their catchment to care for, and less budget to do it with. They are cynical, time-poor, and struggling to adapt to an evolving landscape that is leaving them behind.
That’s why DHSC wanted to launch a new programme designed to not only upskill the workforce and equip them to deal with these new challenges, but to reignite their passion for the role and remind them why they love the work they do.
It was clear that this programme needed to feel fresh and new; it shouldn’t look cold and clinical, but rather bring a warmth that felt welcoming and collaborative.
We called it the Ignite programme, and pivoted all of our creative decisions around the concept of rekindling the spark that lives in each commissioner, no longer stifled by bureaucracy and admin, but liberated to change the lives of real people in their community.
At first we toyed with a ripple motif to represent not only the positive impact commissioners have on their communities. However, we felt it was missing that vital human connection that the course represents.
That’s when we zeroed in on the motif of an outstretched hand. It felt like a welcoming, friendly gesture, applicable to both the course and the commissioner. It foster collaboration, humility, and optimism.
The addition of the spark felt like a natural next step, prompting us to come up with the name ‘Ignite’. This tiny flicker of light is something precious, illuminating, hopeful - and has the potential to grow into so much more.
