New Scots Integration Project
Nomination
Images
Videos
Direct link: https://vimeo.com/933303073
Direct link: https://vimeo.com/933303042
Direct link: https://vimeo.com/933303182
Direct link: https://vimeo.com/933303166
Direct link: https://vimeo.com/933303126
Category
Design for Good
Company
Tangent
Client
Scottish Refugee Council
Summary
New Scots: Bringing Our Communities Together
The New Scots Refugee Integration Strategy is a major initiative of the Scottish Government, managed by the Scottish Refugee Council and partners. An evolving strategic framework, the NSRIS sets out best practice for embedding refugees into their new environs and for building bridges between arriving and receiving communities.
Tangent was commissioned to create a visual identity to encapsulate the spirit and ethos of the New Scots initiative; to represent the results of the first phase of the programme; and to build a resource that could educate decision makers nationally and globally. A website housing case studies on funded pilot projects and detailed information on the strategy was also required.
A close focus on channels and messages at the beginning of the branding process helps us ensure every decision was taken with the end goal in mind: to create a consistently warm, positive tone through all our messaging and visual assets, which would feel appropriate and approachable for our varied audience groups.
Our logo echoes the saltire, but in its animated form also nods to a coming together — two elements meeting to make something familiar but new. It acts as a framing device for imagery which can show the diversity inherent in manifestations of the strategy. Our headline typeface, Prophet, lends a traditional Scottish calligraphic quality while feeling modern and appropriate for the project’s audiences.
Representing refugees living and being in the community was vital, and so we set a photography style that focused on people — mixing, meeting, getting involved with life; both aspirational as well as accurate to lived experiences. We recognised content captured from the projects would be of mixed quality, so commissioned illustrations from artist Sarah Cliff to enrich the brand. Sarah’s concepts were drawn from the stories in the case studies, and represent moments of exchange between new and existing communities — bringing a liveliness and richness of colour to the scenes depicted.
We designed the website to be easy to navigate and light-touch with information, knowing the academic tone of the strategy could overwhelm users. To bring the strategy to life authentically, we worked with refugees to script and record audio for an explainer video, which features footage from a conference where refugees and service deliverers shared their successes. Other key deliverables included a 100+ page report, short summary documents for each pillar of the strategy, social assets and presentation templates.
The New Scots Refugee Integration Strategy is a major initiative of the Scottish Government, managed by the Scottish Refugee Council and partners. An evolving strategic framework, the NSRIS sets out best practice for embedding refugees into their new environs and for building bridges between arriving and receiving communities.
Tangent was commissioned to create a visual identity to encapsulate the spirit and ethos of the New Scots initiative; to represent the results of the first phase of the programme; and to build a resource that could educate decision makers nationally and globally. A website housing case studies on funded pilot projects and detailed information on the strategy was also required.
A close focus on channels and messages at the beginning of the branding process helps us ensure every decision was taken with the end goal in mind: to create a consistently warm, positive tone through all our messaging and visual assets, which would feel appropriate and approachable for our varied audience groups.
Our logo echoes the saltire, but in its animated form also nods to a coming together — two elements meeting to make something familiar but new. It acts as a framing device for imagery which can show the diversity inherent in manifestations of the strategy. Our headline typeface, Prophet, lends a traditional Scottish calligraphic quality while feeling modern and appropriate for the project’s audiences.
Representing refugees living and being in the community was vital, and so we set a photography style that focused on people — mixing, meeting, getting involved with life; both aspirational as well as accurate to lived experiences. We recognised content captured from the projects would be of mixed quality, so commissioned illustrations from artist Sarah Cliff to enrich the brand. Sarah’s concepts were drawn from the stories in the case studies, and represent moments of exchange between new and existing communities — bringing a liveliness and richness of colour to the scenes depicted.
We designed the website to be easy to navigate and light-touch with information, knowing the academic tone of the strategy could overwhelm users. To bring the strategy to life authentically, we worked with refugees to script and record audio for an explainer video, which features footage from a conference where refugees and service deliverers shared their successes. Other key deliverables included a 100+ page report, short summary documents for each pillar of the strategy, social assets and presentation templates.