There is a growing need for recruitment in the welfare sector in Sweden. Both status and attractiveness needs to be seen over, as well as newly graduates choices once they enter working life.

Samhällskontraktet at Mälardalen University has initiated a research project to question and answer how social services can recruit and keep graduates coming from social studies, and how the public sector can attract more graduate nurses.

To reflect on the essence of the project I looked for a way to tone down the seriousity of the subject, and stay away from the corporate design often found in public sector related communication.

The result is a both fun and broad logotype with a handwritten font. The orange from the university’s brand identity serves to lighting up the wordmark as well as maintain the connection between project and sender.