Department for Work & Pensions

The Department for Work & Pensions (DWP) wanted to reignite excitement in its learning and development programmes. They needed a new name, tagline and visual identity that would spark interest.

 

The challenge

The new name and logo needed to clearly communicate it was a leadership programme, but without alienating those who weren’t leaders yet. The name also needed to be accessible and work in a small space.

 

The idea

The programme name, ‘Inspired to Lead’ is clear, concise and accessible. It speaks to both leaders and soon-to-be leaders. The tagline ‘Unlock the leader in you’ is more emotive and taps into the key message of feeling empowered to lead yourself and others. ​Our visual identity, ‘Shape your journey’, is inspired by Bauhaus design. We represent people’s learning journeys as building blocks they can mix and match in a way that’s right for them. It’s about cultivating a childlike curiosity towards learning.

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The result

Extensive internal testing revealed the new programme name and tagline resonated positively with 55% of all DWP leaders.

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