Against a backdrop of negative associations with the HSE, it was recognised that bringing together child and family services in a cohesive manner would require significant cultural change and a different branding approach. This approach would need to signal a clear commitment to change and an organisation not encumbered by the legacy of the HSE.

 

In partnership with Creative Inc, we worked with a cross-functional project team, led by Gordon Jeyes, CEO designate, to help structure an approach to brand development, appropriate for the new agency.

 

It was recognized from the outset that the role of brand was not to badge, but to provide a beacon for behavior change, to empower culture change. Central to achieving this was the establishment of a unifying purpose for the brand:

 

Due to the tight timeframes the project used a prototyping methodology, testing, developing and revising through consultation with key stakeholders including: a youth advisory group: unions: staff: the voluntary community: Courts: Minister Fitzgerald and her advisors.

The brand name and identity, created and sensitively crafted by Creative inc, was officially launched on January 30th by An Taoiseach, Enda Kenny T.D and the Minister for Children and youth Affairs Francis Fitzgerald, in Dublin Castle.