Valleys to Coast – ‘I’m In’ Campaign

An overview to tickle your tastebuds 

Valleys to Coast (V2C) wanted to launch I’m In! — a bold new Customer & Community Voice Commitment, designed to put residents and communities at the heart of decision-making. 

jamjar was brought on board to craft a distinctive campaign identity, create an inclusive suite of assets, and produce an emotive launch video that would inspire pride, trust and participation. 

Lifting the lid on the brief 

The challenge was clear: bring V2C’s vision to life in a way that felt human, accessible and empowering. 

Our objectives were to: 

• Develop a recognisable campaign identity, aligned with but distinct from V2C’s brand. 

• Produce a bilingual suite of campaign materials that could reach people both online and offline. 

• Deliver an emotive video that encouraged residents to proudly say, I’m In! 

• Embed inclusivity through design, ensuring accessibility for all. 

Our recipe for success 

We created a flexible identity system centred around the phrase I’m In! — a call to action that encouraged involvement and pride. The fingerprint from V2C’s master logo was repurposed as the dot on each “i”, symbolising individuality and authenticity while tying the campaign back to the parent brand. 

The phrase flexed into variations like I’m Involved, I’m Inspired, I’m Included, and even I’m in my home / my community / my time, ensuring it resonated across every touchpoint. 

Creative ingredients 

• Visual identity: Bold, consistent wordmark with bilingual application. 

• Campaign assets: Posters, postcards, stickers, certificates, kids’ packs, mugs, T-shirts and even branded tea bags — literally putting the campaign into tenants’ hands and homes. 

• Video storytelling: jamjar scripted, directed and produced a hero film featuring real tenants and staff. Authentic voices declared I’m Informed, I’m Involved, I’m Included — culminating in a powerful collective: I’m In. 

Strategic flavour 

We blended classic marketing models like AIDA with SCALE design principles (Simple, Clear, Accessible, Linked, Engaging). This ensured the campaign wasn’t just eye-catching, but genuinely inclusive and impactful. 

Proof is in the pudding 

The campaign delivered impressive results: 

• 25,515 views of the launch video, surpassing the target. 

• 41.6% newsletter open rate, exceeding the benchmark. 

• 1,500+ direct customer interactions in the first month. 

• Creation of a new Customer Panel, embedding the I’m In! identity into long-term governance.