The challenge
The Digital, Data and Technology (DDaT) Profession asked us for a new brand to provide a respected and unified identity for internal staff, and to position government as a tech-sector employer of choice for external candidates. The requirements of these two audiences varied significantly, so our brand had to resonate with both. To attract top talent from the private sector, we knew we needed to counter negative perceptions of the Civil Service and showcase the unique benefits of DDaT’s work.
Our solution
After gathering insight from stakeholder interviews, desk research and competitor audits, we developed three distinct creative routes and tested them with Civil Service and private sector professionals. We worked closely with the client to refine the chosen route, ensuring it achieved the right balance between professional and dynamic to appeal to both audiences. We renamed the profession to Government Digital and Data, producing an extensive suite of brand assets and guidelines to support recruitment and retention communications.
