Social Security Positioning Statement: FOI release

Information request and response under the Freedom of Information (Scotland) Act 2002.

FOI reference: FOI/18/01089
Date received: 9 April 2018
Date responded: 2 May 2018

Information requested

All communication relating to the Social Security Positioning Statement.


The ongoing development of the positioning statement was presented regularly at face-to-face update meetings between The Gate and Scottish Government officials. The Gate is an Edinburgh-based creative agency that led on the work to develop the Social Security Scotland brand. There are no notes of those meetings.

Feedback on language from research sessions with stakeholders and Experience Panel was incorporated at these regular discussions.

The positioning statement was presented in person to the Minister for Social Security, Jeane Freeman, at a meeting on Tuesday 5 December. The Minister approved it subject to some minor amendments which she gave verbally.

The new branding for Social Security Scotland was made public when the agency launched its first round of recruitment on Wednesday 21 March. A notification was then issued to stakeholders in a letter and Experience Panels either in a letter or email, dependent upon Experience Panel members previously recorded preferences, to show them the final name, logo and positing statement. These letters and emails have been enclosed in Annex A and the insert that accompanied the letters and emails in Annex B.

About FOI

The Scottish Government is committed to publishing all information released in response to Freedom of Information requests. View all FOI responses at

FOI-18-01089 - positioning statement - related documents.pdf


Please quote the FOI reference

Central Enquiry Unit
Phone: 0300 244 4000

The Scottish Government
St Andrew's House
Regent Road

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