Core disciplines: Advertising/Creative, Brand strategy, Branding / design, Digital

One of the Top 30 most viewed agencies for 2017

Branding & Campaign

UPP are a university accommodation provider with 30,000 students and 700 employees under their care, so it’s easy to imagine how important safety is to all they do. After working in partnership with UPP for four years, with work including a full rebrand and website build, they came to us with a challenge: make health and safety engaging. Our brief was to create a fresh and inspiring brand and campaign to promote greater engagement with wellbeing in the workplace.

The Challenge

Health and safety is such an important part of the everyday working life, particularly in a company such as UPP, but can often be met with rolled eyes and yawns. We needed a campaign that would inspire and captivate, not scare and reprimand.

Part of the challenge was to create a campaign which focused on human interactions and had an energetic, positive personality that represented the enthusiasm behind the initiative.

Our solution

The new thinking behind the initiative focused on positive behaviour, not rules and regulations, so we knew this should be a human-focused campaign.

For our logo mark we used hands to represent community and teamwork; to remind us that it’s the practical day-to-day tasks – everything we do with our hands – that comprise safety at work.

We worked with the illustrator Damien Weighill to create a suite of lively characters working in jobs where their lives were very obviously at stake. This grabbed attention and highlighted the fact that even though the jobs at UPP weren’t as risky as flying to the moon, people’s lives are still on the line.

The Results

The overall look and feel of the campaign was a departure from UPP’s corporate branding - a decision we made to highlight how different the new approach was to what had come before. The bright colours, hand drawn illustrations and playful tone made it strikingly obvious that the company was taking a bold new direction with its approach to wellbeing.

The new branding was launched with health and safety events across the country with an overwhelmingly positive reaction from all staff.

I have been highly impressed by the creativity, passion and ‘can do’ attitude of the entire Hatched team.

Mike EADY,
UPP Group Health Safety
& Environment Director

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One of the Top 30 most viewed case studies for 2017

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