UK Gov

Where It Was

CCS is a government account that has many individual brands beneath it including the Department for Education, and Visit Britain. Both brands have extensive, rigid guidelines and a heavy-handed corporate approach that can feel distancing to audiences. Content was filled with predictable banners and buzzwords, leaving little room for genuine connection and causing them to miss out on vibrant social media conversations.

Where It Needed to Be

The brand needed a radical shift towards authenticity and relevance. Working within guidelines, it was essential to develop a relatable and engaging voice that sparked interest and excitement, inviting audiences to join the conversation rather than merely observe it.

Where It Is Now

Across multiple projects and campaigns, my creative thinking sparked excitement and engagement within brand guidelines. I partnered with clients to drive ongoing change within their storytelling, shifting towards more authentic and relatable content. I was able to guide on new interview filming techniques to help tell brand stories that connect in the crowded digital landscape, and create social content that stood out.