Employer branding that means something to employees… 


The Cygnet team support people across the country who are experiencing mental health challenges. It takes skill, courage and most importantly character. The Cygnet values were led from the top and didn’t resonate with their employees or new recruits on the ground.


They needed a code to communicate why it is a special place to work. To build this code we listened to their staff and identified a set of traits that everyone would feel proud to own. The aim was to discover and articulate that character.


We used easily recognisable icons to embody the experiences of Cygnet staff the team. We wanted this concept to be democratic, more than a creative campaign by an agency, but a range of assets they could take and use to imbue their culture. The concept was to celebrate the behaviours and show how crucial the were to the Cygnet DNA.

Primary Research

We approached real staff members of Cygnet and asked them to sketch out their ‘Cygnet Hero’ and their characteristics. These would be the building blocks of the campaign.

Character Ideas

The aim of the sketches is to quickly explore different ideas so that we can filter which ones connect the most.

Cygnet Calendar of Care

Own the Characters

Seasonal Applications