When the Department of Children Schools and Families (DCSF) tabled the idea of ‘a national week of talent’ in schools, they needed a more memorable and attractive name and identity to sell into schools.
Inspired by the notion of encouraging students to stand out from the crowd, the initiative was simply called ‘Shine’.
The logo itself represented the ‘scratching below the surface’ of the students, who were being encouraged to embrace skills they may not otherwise have had the opportunity to. The programme’s identity caught the eye of the PM who requested that it was promoted heavily throughout the country and began to feature in the local and national press, the BBC, and was endorsed by celebrities such as Dame Kelly Holmes, Peter Jones, Tim Henman and Miss Dynamite, as well as featuring heavily in key advertising spots such as Shepherds Bush roundabout.
Produced at Bell Design