Background
Even with a vital public service like the Census, people ask: “Why should I do it? What’s in it for me?” To succeed, the Census needed more than information — it needed a brand that stood out against commercial advertising and clearly communicated its value.
Actions
I began by commissioning consumer research to understand public awareness and concerns. Insights showed that most people simply didn’t see how the Census affected their daily lives. This informed the brand design and messaging. The creative solution was the purple Census branding, built around the call-to-action “Help tomorrow take shape.” Visually, it used folded origami objects — buses, hospitals, schools — to show how Census data drives funding for essential services. The design was distinctive, memorable, and grounded in a clear value proposition.
Outcomes
The branding achieved the highest recall of any campaign in the UK at the time. It contributed to a 94% response rate, exceeded targets, and won awards. Partner organisations embraced the templates, generating more than £3.5 million in additional free advertising.
What I Learned
Brand creation isn’t just about design — it’s about linking research insights to a clear, human value proposition. This Census campaign reinforced that creativity must connect directly to why it matters for the audience.
