March 2012 saw the creation of a new innovation in the voluntary sector – the Care Bank scheme, set up by WRVS in partnership with the Royal Borough of Windsor and Maidenhead, Age Concern Windsor and Slivers of Time, provides volunteers with a choice of voluntary opportunities aimed at assisting older people in the community and rewards their endeavors with ‘time credits’. Each hour of voluntary work is rewarded with one credit, which can then in turn be traded in for discounted services, saved up and exchanged for larger goods such as concert tickets, or donated to charity. By rewarding volunteers’ time the scheme aims to encourage older people to use the service by removing any element of guilt for using other people’s time, and also to encourage more people, of all ages, to get involved in this kind of voluntary support. Spearheaded by the Government’s Big Society initiative, the pilot scheme was launched to great acclaim by the then Minister of State for Care Services, Paul Burstow MP and, subject to an independent review, may go on to be rolled out nation-wide. This successful launch was facilitated by the visual branding, high-quality printed materials and web advertising produced by Candid. In order to be successful, projects such as this require a strong brand identity that links them to their parent organisation but ultimately allows them to stand alone as significant initiatives. As a design studio with a wealth of experience in the third sector, Candid was perfectly placed to provide the brand consultancy and design services needed to achieve this. The logo, graphic identity and positive imagery were carefully compiled to communicate a new model of volunteering where the service-user and volunteer are equals, and had to simultaneously appeal to both older and younger generations in order to be fit for purpose.