DWP Digital is part of the UK’s largest government department. They do important work that affects the lives of over 20 million people and we needed to find a way of expressing this to top tech talent all over the country.  

Through a combination of surveys, workshops and interviews involving over 350 people, we identified what makes DWP Digital unique, what attracted people to the organisation and what made them proud to work there. The answer? A sense of purpose and the belief they were putting their skills to good use. 

Our research also highlighted that some people felt working at DWP Digital would be slow and not very exciting. So, we decided to change what DWP meant to these people (literally). All it took was three simple words.  

This positioning line clearly expresses what they do and why it’s a great place to work. It highlights how everything has meaning, it separates them from the competition and speaks to the greater impact the organisation has on society. Using the initials DWP in our headlines is also a wonderful platform to build on. 

We put DWP Digital’s people centre-stage, making heroes of their digital experts, dispelling any misconceptions about working in the public sector and celebrating diversity and inclusion.