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The Plan
2024

Plan 24-30
2025

Brand Identity / Illustration / Digital Design

The Promise was set up to ensure that Scotland’s children and young people grow up loved, safe, and respected. This initiative demands significant changes across various sectors, such as education, health, and law enforcement, to fulfill the mandates of an Independent Care Review. Implementing all its conclusions fully is essential to keeping the promise.

The Brief

The Independent Care Review was deeply rooted in the voices of children and young people, who actively called for and participated in the review. When its findings were published in 2020, Scotland’s then First Minister pledged to #KeepThePromise, a commitment that received unanimous support from all political parties in the Scottish Parliament. “Plan 24-30” extends The Promise into its second phase, covering the years 2024 to 2030. It organizes the Independent Care Review's calls to action under five foundational elements: voice, family, care, people, and scaffolding. The actions within these foundations are tagged with icons representing the relevant sectors to simplify the integration of necessary work into organisational plans.

Problem

The project’s ambition was evident, with a brand style, website, and comprehensive report—complete with icons and illustrations—created within just six weeks. The primary challenge lay in crafting a compelling brand identity that effectively communicates key information to officials, journalists, and public sector bodies. This involved integrating complex data and informational charts to clearly explain the project's roadmap and methodology. Additionally, the task required developing a brand that not only captured but also exceeded the professionalism of the original project, “The Promise.”

Design Intent

The design approach focused on clarity, accessibility, and warmth. A structured visual system was developed using clear typography, consistent layouts, and intuitive iconography to support complex information. The identity aimed to feel professional yet human, balancing policy-driven content with a sense of empathy. Every design decision was made to ensure the content remained digestible, visually engaging, and easy to navigate across both digital and print formats.

Insight

At its core, the project is driven by the voices of children and young people, which shaped the need for a visual identity that feels both authoritative and compassionate. The design needed to reflect not just a governmental framework, but a human-centred mission. Understanding this balance helped guide the tone, ensuring the outcome resonated with both institutional audiences and the individuals at the heart of the initiative. The client received a complete website, documentation, and a flexible brand within a very tight deadline. They were pleased with the result and have since returned to the studio for a longer-lasting relationship and additional projects.

Outcome

To address these challenges, a compelling brand style was developed using clean and accessible graphical elements and icons to maximize information communication. Illustrations and a bright, modern color palette were incorporated to add warmth and heart. The solution involved designing an extensive suite of over 80 icons representing various sectors and actions, crafting illustrations for each foundational element, and establishing a cohesive visual identity. This new brand aesthetic was meticulously applied across a new website, informational documents, and other collateral to ensure a polished and consistent presentation.

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