Due to the campaign having originated from the Barnardos innovation department, we had to develop an overiding strategy from a somewhat complex brief The integrated campaign carried various streams for both format and audience We wanted to concentrate on both an edgy and wholesome visual identity Amongst a number of concepts we settled upon the communication brand name Enterprising Minds The look and feel is a resulting combination of earthy typography and symbolism combined with a vibrant and primary colour palette designed to engage both audiences We needed to use one campaign to reach two audiences. This execution is targeted at the investment sponsors. We needed to tailor a message using the same campaign framework, specifically to younger audiences The overall effect of the campaign encourages awareness, engagement and positivity We created a number of applications - From school packs to merchandising The campaign was designed to inspire and energise young minds