Case study
Middlesbrough Children Matter
A co-created vision that took Middlesbrough Councilon a vibrant ‘improvement journey’ to show Middlesb rough Children that they matter.
Using our digital capacities and our experience in design, communication and engagement we:
We had a strategic approach to show develop Middlesbrough Children Matter
It was important to have a strategic approach to develop Middlesbrough Children Matter, this project engaged children’s services, their partners and the wider council. This required a clearphased approach that enabled us to provide the leadership that was needed to make this a success.








Youth forums guided the whole project
This was a project to show that Middlesbrough Children Matter, we worked closely with the participation service and 5 youth forums who worked with us every step of the way, held us accountable to our commitments and developed the brand to communicate Middlesbrough Children Matter.

Young people developed a brandthat spoke to them
The council knew that their brand was acting as a barrier to young people engaging. We worked alongside their participation service, young people and the local authorities design and communications team to develop a brand that engaged young people.
Through weekly meetings, a series of workshops and several staff votes, young people created a brand that they owned.
Middlesbrough Children Matter Logo
- Logo
- Colour Scheme
- Icons
- Imagery
- Typography
- Personality and Tone





Guiding principles, co-produced with young people to underpin the corporate parenting strategy.
To ensure we developed a corporate parenting strategy that was underpinned by what young people told us was important, we co-created 6 guiding principles focusing on key areas and communicated them directly to young people.


We produced films to encourage young people to return to school after COVID-19
A leaving care offer that was accessible and easy to understand
Middlesbrough wanted to rebrand their leaving care offer, they knew their offer was hard to understand, wasn’t designed to appeal to young people and it needed a fresh new look.









We provided training and support to embed their vision into their culture
Creating a vision is one thing and making it look great is another. To make sure visions have impact they need communicating consistently, training needs to be provided and it needs embedding into support and supervision structures so people can reflect on the new way of working. The Care Leaders supported Middlesbrough to take their vision and make it business as usual.
We facilitated 28 training and co-design sessions
Engaged with 300 staff, young people and partners to develop the vision
Provided 22 coaching sessions
A website to ensure everyone knew Middlesbrough Children Matter
The council wanted to develop a new website so that their vision was the first point of contact, ensuring when we hire people they know that we make sure Middlesbrough Children Matter. This website enabled young people could access opportunities, read information that was important and ensure it was accessible and easy to navigate.



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