COVID-19 Vaccination Campaign

When the COVID-19 vaccination rollout began, the brief wasn't really to create another seasonal vaccination campaign, it was how do you get consistent, trustworthy information in front of an entire country, as fast as possible with most of the team furloughed and no time to deliberate?

Working within a small agile team at Westhill Communications, I helped build the visual framework for the campaign: a design system flexible enough to scale across posters, leaflets, social, and public-facing graphics without losing consistency, and simple enough that it could be produced at speed without every PDF needing sign-off from scratch.

In reality every decision came down to one trade off: clarity and speed over perfection, because at that pace, a nationally recognisable, instantly trustworthy system mattered more than any individual piece looking like a clever piece of art. The result reached millions of people across the UK during a genuinely critical moment.