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Kent & Medway Safety Camera Partnership work hard to make our roads safer. We were briefed to create a short video or animation to educate users that even though there is a maximum speed limit, you should drive to the conditions of the roads, rather than use it as a target.

Video & Animation

The brief

The client’s aim was to educate and encourage safe driving on the county’s roads. We agreed on the campaign focus to meet this aim and defined the target audience. Following this, we kicked off the project with the client in a creative exploration session, hosted in our War Room. We scribbled and dumped ideas all over the walls until we landed on ‘the concept’ that worked for the entire partnership. The next step, storyboarding the concept, bringing it to life!


Concept developemt

Fine tuning the vision

With the main platform of the campaign being social media, we created a simple, thought-provoking animation and video that would nudge its audience to think twice about their speed when driving. The concept needed to educate, not scare its audience into limiting their speed. We also decided to focus on the effects of a crash and how it could affect not only the driver’s life but everyone around them.

In the making

Light, camera, action!

Storyboard finalised, actors booked, it was time to create the magic. The shoot was fun but challenging, as creating an origami wheelchair wasn’t as easy as we first thought. Using actors of all ages to create the vision was more powerful than we could have hoped for when replicating the devastating impact accidents like this can have. The mix of animation and video worked seamlessly to really get across the before and after, without having to show real crash footage.

Ready, set, GO!

Launching the campaign

The campaign was launched ahead of the National Speed Awareness Week — it’s the perfect time to get drivers thinking about their decisions when on the roads.

Over the week the campaign was launched on social media, the video was seen 288,000 times with a 16% engagement rate.

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Kyndi (formally, MCG), one of Kents largest telecare organisations, came with a clear goal in mind, to develop a new name and brand to kick-start a new era for the organisation and its telecare offering.

Research & discovery

Understanding brand behavour

Kydni approached us because they wanted to improve quality of life through their innovative telecare solutions, but needed a brand to match their ambitions. They wanted a partner to support them with their brand, radio campaigns, websites, marketing and to improve consumer journeys at every touchpoint.

The first task was to understand how the brand would feel, its personality and tone of voice. At this stage in the project, we encourage client interaction as we take them on a journey through our Brand Expression workshop, unlocking how the brand behaves, even before we start thinking about names and what the logo looks like. It’s a great way of stepping away from any personal likes and dislikes and focus on how to best engage with your audience.

Once we gathered the teams’ results, we crafted the core messaging with our nailed tone of voice, leading onto naming which the outcome was Kyndi.

Coolboards and logo concepts

Sowing the seeds of a new brand

With a ton of other noise in the telecare space, Kyndi had to mean it when it said it wanted to ease the minds of its clients. To do so, we set out to create a logo and emotionally change people’s relationship with telecare. By going beyond simply creating a new logo (let’s be honest, anyone can do that), we began creating building blocks to build a brand that embodied a caring, trustworthy and knowledgeable backbone. It was everything Kyndi stood for and allowed them to breathe fresh air into the telecare space.

Kicking off the visual element of the brand project with coolboards, naming conventions, logo concepts, we refined, and refined a little more, landing on a look and feel well on our way to achieving Kyndi’s ambitions.

The end result

Bringing Kyndi to life

The end result for Kyndi (and us) was a huge success for the next chapter for the organisation. They now have a new brand name that reflected their sense of passion for telecare and compassion for their clients, and everyone involved in caring for them. A positioning that would anchor future brand decisions, directions and a new logo and visual identity to launch to the market with pride.

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