Creative Fire

Consultancy and Content for Innovate Services

Social work solutions business, Innovate Services, approached On Point Content during a rebrand in 2018. Our task was to simplify the way Innovate describes its services to assist the sales team in generating new business


Innovate Services is a social work-led solutions partner working with local authorities to resolve some of the most challenging frontline service pressures.

When Innovate invited On Point as a copy consultant to help simplify its marketing messages, it already had a collection of case studies and leaflets. However, the content did not reflect the new direction of the business under the management of highly-experienced social worker and programme management specialist, Emma Blakemore.

Even though Innovate Services’ work is incredibly impactful, there wasn’t a clear point of differentiation within its marketing.

Working closely with Innovate Services’ management and marketing team, On Point Content owner, Emma, joined an internal brand workshop. Here, new brand values, tone of voice and language were agreed upon in a highly-engaging creative session.

“Working with On Point has transformed our content at Innovate Services and vastly improved our engagement. The copy that Emma produces is always of an incredibly high standard, she magically transforms complex subjects into engaging material. Emma takes the time to ask questions, research and the content is of a high quality every time. I would highly recommend.”

Lydia Polom, Marketing Account Manager, Innovate Services


Innovate Services exists to help local authorities secure positive outcomes for children and young people. Therefore, the chosen brand language needed to be far less complicated and easier to understand.

A series of new case studies were produced showcasing Innovate Services’ collaborative approach, with key achievements backed up by client testimonials.

We also created copy for the Innovate Services’ stage one website. We worked with Innovate to establish the challenges addressed by each programme. From there, programme landing pages were created, in addition to a home page and a team page highlighting Innovate Services’ breadth of experience.


12 new

case studies created (and counting)

2 National

award wins

100+ pieces

of content


To further highlight the impact of the work, On Point entered Innovate Services into the 2019 CYP Now Awards. These awards are highly-regarded by local authority children’s services. When Innovate Services discovered they had won the Social Work award, they were understandably ecstatic. The awards serve as external validation on the importance of their work in improving the life-chances of young people on the edge of care.

To maximise the brand value of the award win, we prepared exclusive editorials for The Municipal Journal and Children and Young People Now.

Since then, Innovate Services has been on an incredible journey. As a business, it has continued to grow. Now under the strategic direction of its incredible internal Marketing Account Manager, Lydia, content remains a fundamental element of the marketing mix.

Working collaboratively with Innovate, On Point continues to provide engaging copy - from blogs and web pages, through to award submissions and white papers. With a phase 2 website on the horizon, it’s an exciting time.