In 2023, the Council announced financial difficulties and the need to communicate difficult decisions about services under threat. The challenge was to inform the public clearly and sensitively, while reinforcing a sense of direction and purpose.

The design team developed the strapline Reset, Reshape, Restart, influenced by discussions with my manager after showing a campaign I worked on through Covid featuring the Hands, Face, Space message and realising the need to pause, rethink and move forward as an organisation. I produced a range of campaign concepts, with the selected idea centred on the metaphor of going back to the drawing board.

Using quick, expressive sketches created on iPad, the visuals represented change, reflection and new direction. The campaign was structured into three distinct phases — Reset (magenta), Reshape (yellow) and Restart (green) — each with its own visual language while maintaining a cohesive identity.