Recruitment of volunteer foster carers by local authorities has become increasingly competitive.
Newcastle City Council wanted it’s service to stand out.
Clockwork Design was briefed to design a strong brand for the service which captured the positive energy which foster carers bring to young lives.
The brand is supported by a series of images exemplifying the special or ‘magic’ moments shared between parents and children in everyday situations.
Initial scamps and logo designs were produced to help Newcastle City Council ascertain the route and ’feel’ that the brand should evoke.
The crossed fingerprints route was chosen, the rationale behind the design being that a fingerprint is completely individual and defines a person. The heart is formed when these two individuals come together, representing the essence of forstering.
Capturing magic moments. During a one day shoot a group of children and adults of all ages were photographed in a variety of environments. 746 shots later and after half a day of photo-retouching the brand and images were ready to roll out into the proposed advertising and printed materals.
All artwork was produced for the council and supplied with comprehensive brand guideliness. Printed materials consisted of:
View a selection of these itmes in the portfolio section.
For more information about Foster a Future, visit the web page at: newcastle.gov.uk/core.nsf/a/fostering