DEPT OF HEALTH / Campaign launch
At the start of the year, Ouno Creative secured a prestigious and important new client in the government sector – the Department of Health. Since then we have been working closely with their internal communications team producing a regular interactive staff magazine.
The success of this project has led to our studio being asked to assist with the implementation of the new Department of Health rebranding project.
All Government departments have been involved in a large-scale rebrand exercise during 2013. For some departments, such as Health, this has provided an opportunity to reposition themselves and set out new priorities, directions and objectives. Ouno Creative task was to create a visual poster campaign and other communication materials that incorporated both the new brand guidelines and the new sets of departmental guidelines and goals.
One of the key design challenges was how to humanise the corporate messaging coming from the directorate and policy makers. We worked closely with Hayley Stewart from the Department of Healths Internal Communications to develop a solution that made DH staff the heroes of the new information campaign. She backed our idea to professionally photograph real DH staff on location in Leeds and London. The aim was to generate warm, engaging portraits of individual staff and groups of staff. We didn’t want to use professional models but real DH people, warts and all. These ‘real people with real jobs’ portraits would allow the humanity and personality of DH staff to shine through.
We organised two teams of photographers working to art direction provided by Ouno Creative to shoot on the same day at the DH Leeds and London offices. For the London shoot we selected Commerical and Editorial photographer Brian Lloyd Duckett www.lloydduckett.com. For the Leeds shoot we hired the experienced Sheffield-based photographer Doug Jackson www.dougjacksonphotography.com.
The photoshoots required considerable preplanning and co-ordination which was admirably handled by Hayley Stewart in London and Rachael Harrison and Lucy Zarbal in Leeds. In fact, everything went remarkably smoothly and thanks to our photographers we had a wealth of really good quality portraiture photography to work with. There still remained a huge amount of image enhancing in photoshop to get the series of final images that would grace the poster campaign.
All the effort was worth it once the posters were gracing DH offices across the country – they looked great and marked a big departure for the DH in terms of how information was conveyed to staff. Out went the old bland Powerpoint style graphs, in came engaging posters featuring inspiring and positive portraits of real DH staff appearing as the heroes of their own information campaign. Even better, the photographic event helped to positivelyenergise staff who really enjoyed being part of the campaign. A real morale booster!
Ouno Creative also produced a series of online banner adverts, pop-up display banners and a info leaflet to coincide with the poster brand launch.
And it all worked superbly as an effective piece of communication. Feedback was immediate and very positive. This has led to further commissions for our studio from the Department of Health including a brochure and display graphics.