WP2191 GOV.UK Brand Identity Refresh

The outcomes GDS want to achieve through this competition are to: - increase GOV.UK's appeal to the broadest possible audience - increase key audiences' motivation to undertake some specific behaviour changes: --Existing users embrace new personalised and proactive features -- Non-users of GOV.UK become users via an access route that overcomes their barriers and fits their needs -- Satisfied users become advocates -- Non-users with low trust in government become likelier to use -- increase the tonal range and flexi...