Safeguarding London's People

London Metropolitan Police (Met Police) faced criticism for their ineffectiveness in protecting vulnerable people. They needed to take considerable measures to raise the profile of safeguarding internally and enable their officers to participate.

London Metropolitan Police
Graphic Design, Campaign Creative
Project year

About this project

In response to public criticism, the Met Police introduced a 'Keeping London Safe' strategy aligned to a vision that aspired "to be the most trusted police service in the world." A core element of this strategy was safeguarding. Safeguarding is the role of officers to look out for and report any signs of vulnerable children or adults who are at risk of, or showing experience of, abuse or being subject to a crime.

After an earlier campaign focused on the process of logging safeguarding reports, this project involved creating a second campaign that appealed to officers from an attitudinal and emotional stance.

No items found.
Above: Quick thumbnail sketches produced during a brainstorming session.
Above: Mock-up designs for employee activation experience. An immersive wall-to-wall digital cube visitors could interact with and experience the 'Pixel perfect resolution'.

Design Challenge

The Met Police faced many significant hurdles that impacted their ability to engage in safeguarding actively. Just some of these issues were;


  • Cuts to overall officer numbers meant increased workloads
  • Complex (and often digital) cases made it harder to identify people at risk
  • Though officers carried tablets, software constraints made it hard to record safeguarding issues in real-time. 


The consensus was that officers were aware of the concept of safeguarding, but they also had a raft of other responsibilities to consider. What wasn't overtly clear was how safeguarding pertained to their role, nor did they feel confident participating in it. We needed to change that -  We aimed to encourage all officers to engage in safeguarding as part of their daily activities, believing it to be a duty central to their role and why they do it.

No items found.
Above: User personas derived from employee interviews and onsite observations.
Above: Userflow diagram for Rolls-Royce web app.
Top: The original @work Intranet interface design.
Above: Design charette from user workshop illustrating desired product feature.
Above: Brand creative reconfigured for large-format installation at Sky's Osterley HQ.

Creative Role

I worked as the creative owner of this project. The initial stage would be to provide the client with multiple creative directions in response to the brief. We'd use this as a temperature check to see how willing the client was to push creatively, using their input to develop a single route that could achieve the desired behavioral shift.

Having established a core identity, I'd move on to review the campaign messaging and team with art workers to develop assets and achieve the print and digital standards pitched to the client.

No items found.
Above: Framework diagram for content page templates.
Above: Examples of desktop and mobile wireframes produced during development.
Above: (Top) User flow developed to maintain consistency framework across each game. (Bottom) Our in-house Sky Sports design system
Above: User flow diagram detailing the content requirements for the overall application. Below: Task flow based on an activity requirement for a user persona.
Above: Examples of early creative routes pitched to the client.
Above: Sky HQ entranceway dressed and experiential pop-ups installed, ready for launch day.

Creative solution

Photography played a pivotal role in the campaign aesthetic. We wanted to create a personal connection between the subject and the viewer by using close-cropped portraits. I edited the chosen images to reveal every small detail and enhance its realness while the eyes stared back at the viewer, holding their gaze, creating a personal one-on-one connection. Though simple, it's an effective way of humanizing the message - that through safeguarding, officers could profoundly affect a person's circumstances.

No items found.
Above: Prior to launch large crowds gathered in front of our countdown timer (left), teaser graphic on reception tower digital screens (right).
Top: Wireframes using the page framework to test its flexibility for multiple use cases.
Bottom: Comparison between the existing project page template and the new design using our page framework.
Above: (Top) Game screens for Formula 1® interface. (Bottom) Track illustrations for each European Grand Prix.
Above: Early set of creative ideas using messaging discovered during my research.
Above: The services page served as the homepage. Users could browse service options and sort by engine types, before selecting to learn more.

The monotone color grade added a dramatic tone and served as a canvas for the striking typography to jump off the page. In addition, the fluorescent Hi-Vis color palette functioned in much the same way as its use for police vehicles and uniforms - to cut through visual traffic, command the viewer's attention, and demonstrate its importance to readers.

I leveraged the Hi-Vis colors (yellow and green) to communicate from two different perspectives. The yellow text would show how an officer's actions could help protect a member of the public, while the green would show how it could affect a colleague. This dual message approach would help visualize the knock-on effects of their actions and, to an extent, also show how safeguarding could deliver tangible benefits for themselves and their colleagues. 

No items found.
Above: Two employees pose for a photo opportunity inside the 'Pixel Perfect' cube installation (left), employees enter the launch experience through the digital doors (right)
Above: Selection of user interface and game screens for The Hundred.
Above: Draft iterations for a homepage developed in consultation with the client.
Top: Example of how Hi-Vis green text directed messaging inward, and how participation could help reduce workloads.
Bottom: Digital assets for screensavers and billboards across the Met Police estates.
Above: Set of poster designs for the initial campaign launch.

With its bold aesthetics and intense portraits, this vivid new identity achieved the objectives initially set out by the Met Police. It commanded the attention and delivered stark messaging and images that framed safeguarding unequivocally as a human issue, playing on officers' duty to protect vulnerable people. 

In 2020 this campaign received a nomination for "Best Ongoing Communication" at the IoIC awards. An awards body that celebrates the highest examples of communication design in the UK.

No items found.
Above: Interface designs taken from the mobile version of the innovation center.
Above: Sky's Intranet digital takeover including home-screen (right) and Infographic (left and top-right).
Above: Character illustration and cut scenes designed for the Lions Tour game.
Top: Final desktop homepage, (below) comparison between old and new site.
Bottom: Onboarding pop-up overlay introducing users to new features available on @work.

Above: Evolution of the original @work logo to a newer refined version.
No items found.
Above: CMS interface for authors, editors, and innovation managers to review and collate data.
Above: (top) Super Squads game interface. (Below) Email signatures with designs inspired by retro uniforms for each WSL club.
Above: Hi-definition wire flow for administration function to monitor and extract user content.
Above: Process flow for generating employee specific content for future campaign messaging.
Above: Giveaway items to promote the relaunch of @work.