WeCare.wales: Designing the brand and digital experience behind Wales' most ambitious care recruitment campaign

Designing for authenticity

I was a core design partner in bringing the brand and campaign experience to life, helping develop the full WeCare Wales visual identity including guidelines, bilingual toolkits, social assets, out-of-home applications, and the complete campaign website. I worked closely with Social Care Wales and regional partners, running working sessions, managing multi-stakeholder feedback, and ensuring visual consistency across national, regional, and local outputs. My focus centred on two things, building an identity that could be adopted everywhere and feel genuinely owned by the whole sector, and creating a digital experience that brought real care workers' stories forward with clarity and dignity.

To shape the visual language, I translated the research insights into a brand rooted in authenticity, designing around real practitioners, real environments, and real voices rather than polished or staged imagery. I crafted a warm, human-centred digital experience that guided users through stories, helped them explore roles working with children and adults, and introduced them to employers through a bilingual, fully accessible site. I designed the campaign website, brand assets, and a full suite of bilingual materials that regional teams could use without creative support, including launch campaigns, identity rules, photography direction, story formats, and a stakeholder toolkit that quickly became one of the most used areas of the site. Every piece of content worked cohesively across channels, from YouTube, Facebook and Instagram to out-of-home, staying visually consistent whether used by a rural employer or a national partner. Throughout, I helped embed a narrative approach that foregrounded values, progression pathways, and day-to-day purpose, with visuals intentionally flexible enough to work across press, events, social bursts, awareness weeks, film, out-of-home and digital campaigns.
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“I am grateful to Social Care Wales and their partners, particularly care workers who have shared their experiences, for their work on this campaign. I hope their stories will inspire people to become our next generation of carers, childcare practitioners, childminders and care assistants.”

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A campaign that landed

The campaign exceeded national engagement expectations in its first year. It reached 25.1 million people at launch and generated over 714,000 video views of real worker stories, alongside 5.5 million social impressions and more than 107,000 direct social engagements. The campaign website attracted 49,749 unique visitors, with people spending over a minute exploring roles and stories, while the bilingual jobs portal listed 391 available roles in its first week alone and drew 542 job-seekers immediately. The Stakeholder Toolkit I helped build received over 1,574 accesses, showing its value across the entire network, and out-of-home placements across Wales boosted brand visibility, with the showreel and story films becoming some of the most-viewed assets in Social Care Wales' history.

Most importantly, the campaign changed the tone of public conversation about care in Wales. It helped people understand the variety of roles, the career progression available, and the real human impact behind the work. WeCare Wales became a trusted, sector-wide identity, adopted by regions, embraced by practitioners, and recognised nationally.