Too many children in England do not have a safe or stable home. Too many families are struggling. Today, social workers are needed more than ever before.

Frontline is a children’s charity. Everything they do aims to make life better for children at risk of harm. They believe in a society where no child’s life chances should be limited by their social or family circumstance. To support this they develop excellent social work practice and leadership to create social change for children without a safe or stable home.

We helped Frontline define their vision and mission centred around the idea of ‘Putting children front of mind.’

In the spirit of this proposition we radically evolved their identity. Giving it more emotion and intention. The line that was an underscore and an afterthought became an integral part of the identity and the system that supported it. It operated as a frontline, like the social workers themselves. It become the springboard, catalyst and signifier of change. And it did this boldly, distinctly and with passion.

Language had a playful, yet serious edge, giving the brand an honest and pragmatic character.

A simple system with endless possibilities to make children the priority.