Llais
Llais: A new brand to engage young people on their own terms
We created a new name and brand identity that speaks to young people in Wales and empowers them to share their experiences in health and social care.
The challenge
Llais, the body representing people’s voices in health and social care in Wales, had a problem: how do you get young people to engage with something that feels institutional?
Llais’ core aim is to encourage people of all ages and from all backgrounds across all parts of Wales to share their personal stories of the experiences that they’ve had with health and social care institutions or services.
When people share their personal stories and individual experiences, Llais can use these to help shape better health and social care services across Wales in the future. That’s why it’s so important to put people at the centre – not as passive recipients of care, but as partners in helping to shape and agree what good support looks like.
Llais came to us at Folk to help them develop a new brand identity to ensure it could reach the young patients and carers whose views are so important in shaping better health and social care services.
Our approach
It was already clear that young people want to be listened to. But the voices that were being heard were only from certain age groups. Awareness, trust and engagement in the under-25 age group was far lower than it needed to be. They felt the brand was too ‘adult’ and ‘formal’ for them.
With this insight, we knew the answer wasn’t to water the brand down. It was to build something new from within it.
That’s why we created Criw Llais. A new name and dedicated youth identity that sits within the Llais brand family but speaks to young people on their own terms.
The logo and visual system keep the family connection clear, while a bold colour palette, representative photography, hand-drawn doodles and a cast of original characters give it a personality entirely its own.
Friendly, not formal. Empowering, not patronising, and bilingual throughout, we brought it all together in a brand story and full brand guidelines, so Criw Llais could stay true to itself wherever it showed up.
The impact
The result is a brand built to make young people feel heard, that their feedback reaches people who can act on it, shaping health and social care in Wales.
“Working with Folk was a fantastic experience. They were incredibly easy to work with, flexible in their approach, and genuinely listened to what we wanted to achieve.
“Through thoughtful testing with children and young people, they created a brand that really connected with our audiences. The final assets were visually engaging and delivered exactly what we were looking for.”
Roxanne Treacy, Director of Communications, Engagement & Insights, Llais Cymru
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