The primary goal for Counting Culture was to create a clear, confident campaign identity that could unite a wide range of cultural organisations, help people take part easily, and generate a strong final manifesto that makes the case for culture in Essex.
Counting Culture sits under the Made in Essex umbrella, so our job was to design a campaign look and feel that felt connected but distinct. We developed the core visual identity and a flexible set of assets that could work across launch comms, partner toolkits, social content and events. Alongside this, we shaped the structure and design approach for the final manifesto, balancing evidence and storytelling so it is easy to read, share and act on. The result is a campaign system that helps the sector show up as one voice, while giving partners practical templates they can use with consistency and confidence.
We wanted to support an important cause, so we approached the project in a way that matched our values. Rather than forcing a standard agency setup, we built a small team that combined senior oversight with a paid internship role for Ned. That gave the project the care and craft it deserved, while creating a meaningful opportunity for a new designer to gain experience, confidence and a portfolio piece that will genuinely open doors.
