Faced with a potential shortage of fosterers and adopters, the council asked us to help better engage their target audiences. Specifically, we needed to create a visible and inspiring face for these services, confirming them as a destination of choice for those looking to create and build families.
How do you give a brand identity to an emotive and life-changing initiative?
From this platform, we began to develop the brand’s personality and tone of voice. By putting a framework in place we were able to communicate their offer with conviction and consistency. We could now build a brief which would inspire our campaign and a strategy that would engage prospective fosterers and adopters.
We then developed a striking and imaginative visual brand. While this complements the existing Kent County Council brand, it gives Fostering and Adoption Services a distinctive and engaging personality that was more appropriate for the work they were undertaking.
To give it an authentic visual language, we used bespoke photography and embellished it with illustrations. This represents the positive impact of fostering and adoption, both for the child and for those that find a loving home for them.