Luton Family Hubs
Research and Policy
Consultation and Stakeholder Engagement
Campaign
Our research and engagement with local people informed a new brand positioning for Luton Family Hubs. Supported by partners, Brand Ethos and Solutions Research, we delivered a new visual identity and marketing recommendations for the new family service.
The Council’s Public Health team needed to better understand the motivations and needs of local families to effectively align the new, government-funded Family Hubs service.
We worked at pace to gather hundreds of insights directly from Luton’s diverse community as well as hearing from local groups who work with some of the more vulnerable or seldom-heard families.
New brand identity
Listening with sensitivity
As one of the most diverse places in the UK, our approach included several ways to engage local families from on-site events, a digital survey, depth interviews and focus groups.
It was important to think about perspectives from all those families who need to access services across the town including
We took time to hear from a range of voices considering issues such as health inequalities, domestic abuse, poverty and specific barriers faced by South Asian, Eastern European, Gypsy, Roma and Traveller families.
Talking to families at Picnic in the Park
Pivoting our approach
We’re always proactive and open to changing our approach if it suits the needs of the project. For Family Hubs, partway through we adapted our methodology to put more emphasis on hearing from seldom-heard audiences. Our conversations revealed a number of potential barriers, attitudes and language considerations that actively informed the new brand, messaging and overall marketing approach.
Developing a brand identity
Building on our research, we developed brand identity options and example marketing assets which we tested with stakeholders and through focus groups. Our final report offered marketing and communications recommendations to ensure that the new Family Hubs appeal to all families in Luton.
“Filigree, Brand Ethos and Solutions Research have worked with Luton Council on a branding project Family Hubs. All of the staff have been exceptionally professional and approachable.
They have interacted with our staff, partners and a whole range of stakeholders and our diverse families in Luton exceptionally well.
They have taken our aims and expectations and have exceeded in every aspect of the work. They have produced quality information and have gone over and above the scope of works to ensure that our needs have been met. I would not hesitate to recommend them for future projects.”
23 depth interviews with seldom-heard representatives
87 responses to our digital survey
40 responses to in-person engagement across three events
Project Details
Client: Luton Borough Council
Status: Complete
Team: Filigree / Brand Ethos / Solutions Research
Find out more: luton.gov.uk/familyhub