Choose Care
Refreshing the Choose Care identity to challenge perceptions, reach new audiences and reintroduce care work as a rewarding, human-centred career choice across East Yorkshire.
The Choose Care initiative was ready for revival. Originally launched before the pandemic, the campaign had been paused during lockdown and now needed a fresh perspective. The challenge was to relaunch with impact – building on what had already been done, but using design to better connect with a new and broader audience. The new direction had to reposition Choose Care as a relevant, engaging and accessible career option.
The name was retained, but the visual identity was completely reimagined. The new design moved deliberately away from sector clichés, using bold typography, vibrant colour and confident layouts to create immediate stand-out – particularly in fast-scrolling digital environments.
The tone was warm but direct, with messaging that reflected real-life values and priorities. Visuals avoided stock tropes, instead focusing on personality, connection and human potential.
Design-led thinking carried through into the new website, which was simplified to prioritise ease of use and clear user journeys. Instead of functioning as a jobs board, the site acts as a gateway – highlighting the variety of roles available, the kinds of people suited to them, and practical ways into the sector. Content was structured to guide, not overwhelm, and to help users take the next step.
Choose Care relaunched with a fresh identity and bold campaign creative. The visual approach helped it stand apart from other public sector messaging, while strategic targeting delivered new traffic, generated job applications and increased event attendance across the region.
| Client | East Riding of Yorkshire Council |
| Appointed by | Forgaard Agency |
| Roll | Collaborated with Forgaard Marketing Agency as their design studio |
| Services | Brand creation, branding, website design, ideas and concept generation, campaign creative, photographic art direction |
