Primary Arts is a free programme expanding access to creative experiences across London's primary and SEND schools. I worked to reshape the visual identity and create launch materials that would resonate with schools, partners and funders alike.

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But the real challenge ran deeper than design. There were boroughs and schools who didn't see the programme as something for them. Alongside reworking the visual language, I worked with the team to develop a targeted approach, using behavioural insights to identify where engagement was low and crafting storytelling that made the programme feel clear,

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The results spoke for themselves.

441 registrations. 327 schools. 90 new schools on board. 32 boroughs reached.

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A programme that was always brilliant now reaching the communities it was always meant to serve.