Community empowerment: we’re All In

All In is an award-winning social programme which aims to transform communities in Essex. It is coordinated by Eastlight Community Homes, an organisation providing social housing for residents across the East of England.

The Problem

All In gives residents a voice and ability to make a real difference in resolving local social issues. It was established because Eastlight Homes recognised that residents living first-hand through these challenges could have the best ideas to overcome them. They needed a way to bring the community together – recruiting local people into paid employment, giving them the confidence to speak up, and investing in support to make a change.


The Solution

We were briefed to establish a strong brand identity and proposition for the programme. Following our audience centric, tried and tested i5 process, we began by researching local, regional and national competitor social schemes. It was important to understand what made them successful and allowed us to find a point of differentiation and define success for All In, too.

We took this knowledge forward into a series of interactive and engaging workshops to establish the final brief. We knew the programme needed to inspire, educate and nurture local communities, so we began to work on a series of initial brand concepts and messaging to reflect these aims. Various options were tested with a steering group to find what really resonated with key audiences.

Once refined, the brand identity and messaging were collated into a comprehensive brand toolkit for Eastlight Homes to take forward and apply to various collateral: from video to online channels.

We were delighted to learn that All In received national recognition, winning the Neighbourhood Transformation category at the Affordable Housing Awards in November 2023.

From a public report issued in December 2023, we understand that the programme made contributors feel a real sense of value, ownership and responsibility, and that they were able to make a real difference in their local area. The results speak for themselves – with £7.5 million of social value generated in the first year alone, engaging over 3,000 people across the community.

£ m+

Social value generated in Year 1

Over £

Generated for every £1 invested

People engaged with the incubator project


What the client said

All In went really well – the teams created four ideas that are out there improving lives and independent research has shown what a huge social impact the programme has had in our communities. Thousands of residents got involved over the year in shaping the ideas and I’ve no doubt that Jacob Bailey’s visual identity corporate played a key part in persuading them to do so.

James Calnan
Communications Manager, Eastlight Community Homes

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