It’s Twelve15 was written during one of the most electrifying projects of my career. I was leading the rebrand of Surrey County Council’s 70-year-old school meal service, and the energy around it was unlike anything I had ever been part of. We weren’t just choosing a new logo, we were redefining an entire purpose.

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The internal launch was one of those rare moments when everything comes alive. Site managers gathered, the leadership team walked a red carpet in the new uniform, the room roared with excitement, and then came the reveal, the new name: Twelve15.

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The name carried layers of meaning.
Yes, it was lunchtime.
But it was also the year the Magna Carta was sealed in Surrey.
It was the body fat index of a top athlete.
And it was 12:15 on the clock, a moment just past the hour, symbolising that we’ve already used up our time, and the world needs change now.

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I wanted the launch to reflect that urgency, that heartbeat, that call to action. So we created a music video highlighting the importance of health, the environment, and the impact that school meals have on children’s wellbeing. The song poured out of me with all the adrenaline of that moment, the passion, the pressure, the pride.

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I loved everything about that project: the name, the cause, the people, the purpose.

It’s Twelve15 is my reminder of what can happen when creativity, mission, and belief collide, when you feel, even for a moment, that you’re helping change something for the better.

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If you want to find out more about the project, head here: https://ustinov.mystrikingly.com/portfolio/items/twelve15-surrey-county-council