Branding And digital

The aim of the project was to encourage and support the higher education student community with an improved sense of wellbeing. With a complex and diverse dynamic of target audience, the brand and campaign needed to appeal in a unique and engaging way.

Services Delivered

  • User Personas
  • Branding and Tone of Voice
  • Character Development
  • Photography and Filming
  • Website Wireframes
  • Mobile First UX Design and Build

Our Approach


Due to the sensitive nature of the campaign and topics covered, including staying safe on nights out, home security, online safety, and women’s safety, it was integral that our campaign was backed by research.

Working closely with the Campaigns Manager for West Midlands Police, extensive research into user personas and prospective audiences, as well as character development, ensured our brand and campaign were positioned for maximum engagement and results.

Branding, character development And tone of voice

After developing a full understanding of our target audience and the campaign needed, we crafted an approachable, honest, and fair brand, incorporating colour guidelines, character development and a structured tone of voice.

Our characters were chosen to ensure inclusivity, representing a clear cross-section of students as outlined in our HE student characteristics research. They were strategically developed to reflect realistic personalities that would resonate with the target audience.

Colour palettes and secondary colours were kept in line with the West Midlands Police main brand guidelines to maintain consistency alongside wider campaigns. Language choices were planned meticulously; easy to understand, inclusive and informing, but never patronising.

West Midlands Police Phone Image

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