The Promise Scotland: Plan 24-30

The Promise was established to ensure that Scotland’s children and young people grow up loved, safe and respected. It followed the Independent Care Review, which was deeply rooted in the voices of children and young people. When the Review’s findings were published in 2020, Scotland’s then First Minister pledged to #KeepThePromise, a commitment supported unanimously by all political parties in the Scottish Parliament.

Plan 24-30 takes The Promise into its second phase, covering 2024 to 2030. It organises the Independent Care Review’s calls to action under five foundational elements: voice, family, care, people and scaffolding, with actions spanning sectors including education, health and law enforcement.

The project was ambitious: a brand style, website and comprehensive report, including icons and illustrations, had to be created within just six weeks. The key challenge was to develop a compelling identity capable of communicating complex information, data and the project roadmap clearly to officials, journalists and public sector bodies, while matching and building on the professionalism of the original Promise project.

Our Bold Studio team developed a clean, accessible visual identity designed to make complex information easier to communicate. We combined clear graphical elements and icons with illustration and a bright, modern colour palette, bringing warmth and humanity to a project containing a significant amount of detailed information.

We designed an extensive suite of more than 80 icons representing different sectors and actions, alongside illustrations for each of the five foundational elements: voice, family, care, people and scaffolding.

We then applied the visual system consistently across the new website, informational documents, charts and supporting collateral, creating a cohesive identity that could communicate the Plan’s roadmap and methodology clearly across different formats.

Within the six-week deadline, we delivered a complete website, supporting documentation and a flexible brand system for Plan 24-30. The client was pleased with the result and has since returned to our Bold Studio team, developing the initial project into a longer-term relationship and additional work.