- Campaign design
- Art direction
What really excites us is getting to know what makes a company who they are: How do they answer the phone? What does their CEO wear to work? Where do they do lunch? Are they smiling first thing on a Monday? All this and more comes together to give us a rich understanding of who they are, how they got to where they are and where they’re going (with a little help from us).
We were approached by Availl (healthcare recruitment) with such a job. We met them (all of them) and it soon became very apparent that every member of their team genuinely cared about their role in the business and with some degree of passion. Whether it was the trainer, the recruiter or the cleaner these people didn’t just give lip service like so many others in this industry would. They cared.
It was this honesty and passion we used as the catalyst for idea generation – we truly believe a brand should be the epitome of who you are. And Availl are a group of people that care: about their staff, about their clients and about the people they care for. We wanted to give them ‘that line’. The line to stand next to and say ‘that’s us’. That line became ‘We do Care’. This not only gave us the opportunity to explain exactly what Availl did but also gave us the ability to flex the line to showcase Availl’s many attributes and personalities.
With the brand firmly in our mind, we tackled the matter of their web presence. This needed to be express Availl’s persona and all the individuals involved. It had to be an ‘experience’ that showcased what made Availl different, and we had clearly established that was the people. We made a film that focused on the characters involved with Availl, their faces, their smiles, their roles, their personalities and their honesty. This was achieved by people replacing the word ‘Care’ with something that was personal to them or their job role and speaking direct to camera (warts n’ all) – catching glimpses of realism just helped promote the essence of honesty we were hoping to capture.
Within weeks of relaunching, Availl won best newcomer in the National Recruitment Awards and a large part of their success was put down to their brand and digital presence. Their brand continues to engage people and differentiate them in what is becoming a very crowded marketplace.
- Alex Bibby
- Anglia Ruskin University
- Cambridge City Council
- Cambridge Computing History Museum
- Cambridge Festivals
- Cooke Curtis & Co.
- Creative Front
- Design Bridge
- Design Council
- Future City
- Mole Architects
- Norwich University of the Arts
- Old Friends Brewery
- Pan Macmillan
- Periscope Post
- Sedgwick Museum of Earth Sciences (digital)
- Sedgwick Museum of Earth Sciences (film)
- St John's College, University of Cambridge
- Team Consulting (digital)
- Team Consulting (film)
- The Perse (anniversary campaign)
- The Perse (print)
- University of Cambridge
- University of Cambridge Museums