Keep the lifeline

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Art direction

Branding

Campaigns

Social media

Visual identity

#KeepTheLifeline

This campaign called on the Government to keep – not cut – the lifeline of £20 a week in Universal Credit
and Working Tax Credit in October 2021, and to extend this support to people receiving legacy benefits.
It was launched by the Joseph Rowntree Foundation (JRF) in autumn 2020.
Since then many organisations supported the campaign on social media. For this reason, as a part of this project,
I produced style guidelines for our allies and partners on how to present a cohesive visual identity for the campaign.
It was designed for web and social media only and its colour scheme uses the JRF brand RGB swatches.
This visual identity used portrait photos as an immediate mean to reflect the stories of those by the findings of our research were pulled into poverty in the UK.
It is a selection of symbolic portraits, representative (not realistically figurative) from those who were most hit by the Covid-19 pandemic:
Low paid workers, global majority, disabled people, women, children, lone parents and families.
The choice of imagery (which in this page is summarised and not complete) was used to reflect these groups.