The Real Toolkit
A leaving care resource by Staf
What defines a meaningful relationship? For The REAL Toolkit, a vital online resource by Staf, we answered this by rooting the brand entirely in co-production and three core values: Relationships, Empathy and Love.
Our identity supports their mission to help care-experienced young people navigate transitions and find positive connections. At its heart is a logo where extended typography represents a comforting arm reaching out, a visual metaphor born from workshop sessions with the young people themselves.
We developed bespoke illustrations that balance privacy needs with warmth, and built a dual-pathway website with distinct journeys for young people and the workforce who support them. The result? A brand that empowers users to 'make their mark', where every element, from the name itself to individual icons, was shaped by the voices of those who use it.