Project
A UK government agency commissioned us to develop a suite of guidance and educational materials to help security personnel respond consistently and confidently to an increasingly common operational challenge.
Challenge
The rise of so-called "social media auditors" has led to more incidents of individuals filming themselves entering secure sites and deliberately engaging staff in confrontational interactions to generate content for online platforms. The guidance needed to equip security personnel with clear, practical advice that could be easily recalled in high-pressure situations.
As the materials would be publicly accessible, it was essential that all content remained accurate, legally appropriate, and free from language or messaging that could be perceived as inflammatory or open to misinterpretation.
Solution
Working closely with our copywriting team, who developed CALM - a memorable framework designed to give security personnel a simple, repeatable approach to managing these encounters. I created the overarching creative concept and built the visual identity around the organisation's existing brand palette to ensure consistency with its wider communications.
To support the messaging, I designed a diverse cast of illustrated characters that struck a careful balance between being approachable and realistic, ensuring the scenarios were engaging without trivialising the subject matter. Two illustration perspectives were developed: wide isometric scene compositions to establish context and closer character interactions for one-to-one situations.
I led the creative execution across the full range of deliverables, including the guidance document, posters, PowerPoint training presentations, and storyboards for the visual design for an animated training video.
Outcome
Eight weeks after launch, the client reported that the animated video had become one of their top ten performing videos, achieving more than 12,000 views. They also noted that the improved quality and clarity of the visual content had significantly increased audience engagement across their training materials.
Assets created
Power point training deck
Long form guidance documentation in PDF format
2x various format information posters
Storyboards for the animated video
Rolodex 'CALM' business card
