Young Champions is a community group, run by Lewisham Borough Council to spread reliable information and awareness on health issues. Though this has never been more important, Lewisham Council recognised that the public are fatigued by the amount of talk on health, so want to make it as organic and relatable as possible. The council would eventually hand over the day to day running of the group to members themselves.
It was important for the brand to feel relevant and authentic to appeal to young people, whilst being seen as factual and trustworthy. Young people in the borough were invited to participate through 3 workshops (in person and via Zoom) to learn about the project and share their views. Through a mixture of structured activities and open discussion, we gathered their ideas and opinions on how the group should look and communicate with its audience.
The overwhelming response was that the brand should look bright and playful, and represent the theme of working together. The brand breaks away from the typical look and feel of health comms, whilst retaining a sense of authority with the Lewisham Council lockup. We provided a host of branded documents and set up a comprehensive template system through Canva, so that group members can create content that is clear and on brand.
