01 / Brief & Research
The 2021 Census campaign needed clear, accessible communication across two main streams:
- one aimed at the general public
- one specifically tailored to students
School-facing materials needed a different tone and level of accessibility.
The approach focused on:
- adapting the campaign to distinct audiences and contexts
- keeping a consistent core identity
- designing for digital, social, and education formats
- maintaining clarity and approachability throughout
The work balanced institutional clarity with warmth.
02 / Results
The campaign rolled out across the UK with audience-specific executions designed to resonate with:
- the general public
- students living away from home
- primary and secondary school pupils through educational materials
The result was a cohesive campaign system that could scale nationally while staying accessible and easy to understand.
03 / Impact
- Supported nationwide participation through clear, inclusive, and accessible campaign design
- Enabled consistent messaging across audiences with very different needs and contexts
- Delivered scalable campaign assets used across public, educational, and digital channels
01 / Brief & Research
The 2021 Census campaign needed clear, accessible communication across two main streams:
- one aimed at the general public
- one specifically tailored to students
School-facing materials needed a different tone and level of accessibility.
The approach focused on:
- adapting the campaign to distinct audiences and contexts
- keeping a consistent core identity
- designing for digital, social, and education formats
- maintaining clarity and approachability throughout
The work balanced institutional clarity with warmth.
02 / Results
The campaign rolled out across the UK with audience-specific executions designed to resonate with:
- the general public
- students living away from home
- primary and secondary school pupils through educational materials
The result was a cohesive campaign system that could scale nationally while staying accessible and easy to understand.
03 / Impact
- Supported nationwide participation through clear, inclusive, and accessible campaign design
- Enabled consistent messaging across audiences with very different needs and contexts
- Delivered scalable campaign assets used across public, educational, and digital channels
Census 2021
Campaign rollout for the UK’s national census.
Design execution across audiences, age groups, and channels.
01 / Brief & Research
The 2021 Census campaign needed clear, accessible communication across two main streams:
- one aimed at the general public
- one specifically tailored to students
School-facing materials needed a different tone and level of accessibility.
The approach focused on:
- adapting the campaign to distinct audiences and contexts
- keeping a consistent core identity
- designing for digital, social, and education formats
- maintaining clarity and approachability throughout
The work balanced institutional clarity with warmth.
02 / Results
The campaign rolled out across the UK with audience-specific executions designed to resonate with:
- the general public
- students living away from home
- primary and secondary school pupils through educational materials
The result was a cohesive campaign system that could scale nationally while staying accessible and easy to understand.
03 / Impact
- Supported nationwide participation through clear, inclusive, and accessible campaign design
- Enabled consistent messaging across audiences with very different needs and contexts
- Delivered scalable campaign assets used across public, educational, and digital channels
Census 2021
Campaign rollout for the UK’s national census.
Design execution across audiences, age groups, and channels.
01 / Brief & Research
The 2021 Census campaign needed clear, accessible communication across two main streams:
- one aimed at the general public
- one specifically tailored to students
School-facing materials needed a different tone and level of accessibility.
The approach focused on:
- adapting the campaign to distinct audiences and contexts
- keeping a consistent core identity
- designing for digital, social, and education formats
- maintaining clarity and approachability throughout
The work balanced institutional clarity with warmth.
02 / Results
The campaign rolled out across the UK with audience-specific executions designed to resonate with:
- the general public
- students living away from home
- primary and secondary school pupils through educational materials
The result was a cohesive campaign system that could scale nationally while staying accessible and easy to understand.
03 / Impact
- Supported nationwide participation through clear, inclusive, and accessible campaign design
- Enabled consistent messaging across audiences with very different needs and contexts
- Delivered scalable campaign assets used across public, educational, and digital channels