NHS Wales
About the project
Date:
Feb 3, 2023
Client:
NHS Wales
Services:
Brand Identity
Project Details
Digital Health Care Wales (DHCW) are responsible for designing and delivering digital services across NHS Wales. As the organisation shifted focus to recruitment, they faced the challenge of appealing to skilled IT professionals in a highly competitive market. They approached Folk to create a campaign that would cut through, give them a distinct voice, and position a career with NHS Wales as meaningful and rewarding.
The Outcome
We created the campaign Make It Count, built around the idea that every role within DHCW contributes directly to the essential functioning of healthcare in Wales. The wordmark capitalised “IT” to highlight the industry connection, with letterforms constructed from dots and dashes of varying opacity — a visual metaphor for collaboration, connection, and impact.
The campaign identity extended across digital and social assets, with a clean, modern visual system that balanced accessibility with standout presence. Alongside the brand, we designed and launched a dedicated recruitment website that brought the campaign to life online, offering candidates a clear entry point into the application process.
As Creative Designer, I worked closely with the client from the start, liaising and brainstorming to understand their pain points and recruitment challenges. From there, I planned the creative strategy for the campaign identity, ensuring the brand would not only attract talent but also align with DHCW’s broader organisational goals.
I was solely responsible for the design of the new campaign — from ideating logo lock-ups and wordmarks, to developing the full visual identity and campaign toolkit. A key part of my role was ensuring every asset felt fresh and impactful while still respecting and working within NHS Wales’ established brand guidelines. This balance allowed the campaign to stand out as unique while remaining immediately recognisable as part of the NHS family.
