We partnered with Cumberland Council to support a wide range of recruitment, careers and early engagement campaigns – helping the organisation connect with new audiences, increase visibility and make council careers easier to understand.
Through campaign concepts, brand-led design, educational games, creative assets and collaborative short-form video support with Quokka Media, we helped turn real roles, real people and real career routes into something audiences could see, explore and engage with.
A public sector employer with brilliant opportunities to communicate
Cumberland Council offers a huge range of careers, from frontline services and care roles to apprenticeships, early careers and specialist teams.
But like many large organisations, the challenge was making those opportunities feel visible, human and easy to understand.
The Council needed creative recruitment campaigns that could cut through, reach the right audiences and show the people behind the roles. Alongside this, the Early Careers and Apprenticeships team needed engaging, age-appropriate resources that could help schools connect soft skills with real job skills.
To support this, Cumberland Council needed:
- Clearer recruitment campaign messaging
- A strong creative look and feel that worked within the Council’s primary brand
- Educational concepts and games for school engagement
- Designed resources linked to the schools soft skills framework
- Campaign assets for recruitment and Early Careers activity
- Creative support across multiple district campaigns and service areas
- Supporting content that could work across schools, social media and local communities
What we changed
We focused on making council careers feel more visible, accessible and engaging.
For the Early Careers and Apprenticeships activity, we developed a distinctive creative look and feel that sat comfortably within the Council’s primary brand, but felt more playful, practical and engaging for schools.
Rather than creating generic careers materials, we developed concepts and resources that helped young people understand how soft skills connect to real roles within the Council.
From this, we created:
- Recruitment campaign concepts and messaging
- A creative look and feel for Early Careers and Apprenticeships
- Educational game concepts linked to the schools soft skills framework
- Designed resources including Job Jenga, spinning wheels, Top Trumps and Guess Who
- School engagement materials connecting soft skills with job-ready skills
- Campaign assets for specific roles and service areas
- Creative direction and assets to support social and recruitment content
- Ongoing design and campaign support across multiple council projects
- Brand-led design and educational game development
The Early Careers and Apprenticeships work started with brand and design development.
We created a look and feel that aligned with the Council’s primary identity, while giving the campaign its own energy, clarity and character. It needed to feel credible for teachers, engaging for young people and flexible enough to work across different age groups, activities and school settings.
From there, we concepted, designed and developed a growing toolkit of interactive educational games.
Each activity was mapped to the schools soft skills framework, helping teachers confidently use the resources in class while helping students connect skills like communication, teamwork and problem-solving with real-world careers.
From Job Jenga and spinning wheels to Top Trumps and Guess Who, we continue to work with the team to add new games to their toolkit each year – making careers education more practical, memorable and fun.
Campaign rollout and social engagement
Alongside the design and educational resources, we supported wider recruitment campaigns with messaging, creative assets and campaign thinking.
Short-form video content, delivered in collaboration with Quokka Media, helped bring real council roles to life across social media. This added another layer to the campaign activity, helping audiences see the people, places and purpose behind the roles.
The impact was significant, with one Waste Management recruitment video reaching 146,000 organic views on Facebook and becoming the Council’s most viewed social video by a long way.
A message from the communications team captured the response perfectly:
“The bin lorry video is our most viewed social video by a mile – and other councils are now asking about it. A huge thank you.”
Emily Nugent, Communications Team, Cumberland Council
What made the difference?
Creative tools that made council careers easier to understand
The work helped Cumberland Council make its careers offer more visible, engaging and accessible across schools, social media and local communities.
By combining brand-led design, educational game development, recruitment campaign concepts and supporting content, we helped turn council careers into something people could see, relate to and explore.
The results show the power of creative work when it is built around real people, clear messages and thoughtful design – from classroom tools that connect soft skills with future careers to campaign activity that reached thousands of people organically.
In a nutshell
We partnered with Cumberland Council to create brand-led recruitment campaigns and Early Careers resources that made council careers more visible, relatable and engaging. From creative concepts and educational game design to campaign assets and collaborative social content, the work helped build stronger connections with schools, job seekers and local communities.
CreativeHutch helped us turn our Early Careers and Apprenticeships work into something much more engaging and practical. They created a look and feel that worked within the Council brand, developed brilliant game concepts linked to soft skills, and helped make council careers feel more visible, relatable and accessible.
Impact highlights
- Creative look and feel developed for Early Careers and Apprenticeships, aligned with the Council’s primary brand
- Educational games concepted, designed and developed for different age groups
- Activities mapped to the schools soft skills framework
- Interactive resources helping students connect soft skills with real job skills
- Recruitment campaign concepts and creative assets supporting multiple council service areas
Let’s talk about your project
If you’d like to find out how we can bring your project or campaigns to life, we’d love to talk!
FAQs
CreativeHutch supported Cumberland Council with recruitment campaign concepts, brand-led design, Early Careers resources and educational games designed to raise awareness and improve engagement.
Yes. We developed a creative look and feel for the Early Careers and Apprenticeships activity, designed to sit within the Council’s primary brand while feeling more engaging, playful and school-friendly.
CreativeHutch concepted and designed a growing toolkit of educational games, including Job Jenga, spinning wheels, Top Trumps and Guess Who, with activities created for different age groups and school settings.
Each activity was mapped to the schools soft skills framework, helping teachers use the games to build skills such as communication, teamwork and problem-solving — and connect those skills to future jobs and careers.
Yes. We created recruitment campaign concepts, messaging and supporting design assets for different council roles, services and audiences.
Yes. Short-form video content formed part of the wider campaign activity and was delivered in collaboration with Quokka Media, helping bring real council roles to life across social media.
The campaign activity generated strong organic reach, including 146,000 Facebook views for the Waste Management recruitment video and 132,000 organic views across a care home recruitment campaign.
Brand-led design helps careers resources feel more consistent, recognisable and credible. For schools and young people, it also makes information easier to understand and more engaging to use.
Yes. CreativeHutch supports public sector organisations with recruitment marketing, campaign strategy, brand-led design, social media assets and educational engagement tools that help reach the right audiences.
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