Bond & Coyne, a leading agency of creatives, educators and innovators, has partnered with professional services firm Counterculture to launch an innovative online platform and brand for the British Film Institute’s (BFI) new WorkWise for Screen initiative. Grant funded by the BFI National Lottery, this £1.5 million programme aims to tackle long-standing workforce challenges in the screen industry, focusing on fair working practices, wellbeing and inclusivity.

The BFI WorkWise for Screen platform is a comprehensive resource hub for the screen industries, offering accessible information across areas like production, animation, VFX, distribution and gaming. Created with industry and legal input, it provides practical tools – including e-learning modules, legal templates and HR guidance – to foster a fairer, more supportive workplace. It also aids compliance with the upcoming Employment Rights Bill, particularly regarding freelancers and unpaid workers.
Bond & Coyne’s vision was to bring life to what might otherwise be considered dry subject matter, creating a platform that delivers content for users when and where it suits them. The goal was to offer personalised experiences that foster two-way dialogue and begin building a future-focused community.

Unifying and engaging multiple sectors
Central to the platform’s design is its community-driven ethos. Users can customise their experience, contribute to content, provide feedback and request new topics or modules. Interactive elements such as personal profiles, discussion forums and peer-to-peer networks make WorkWise for Screen a dynamic and evolving resource.
“We wanted to make sure users felt heard and involved every step of the way, allowing the platform to grow organically based on the needs of the individual and the sector,” said Martin Coyne, co-founder, Bond & Coyne. “The response has been overwhelming, with people clamouring to contribute.”
Lucy Harmer, creative director, Bond & Coyne, said, “The platform design fosters an intuitive, people-first experience, so it needed to be brought to life with a human-centred brand. As part of that, we commissioned illustrations that would playfully acknowledge truths about keeping up with business needs in a creative environment.”

Collaborative development and continuous growth
The project has been complex, involving a range of contributors, from legal experts to content creators. Bond & Coyne played a pivotal role in balancing these diverse inputs, ensuring the platform is inclusive and scalable for future growth. The website will evolve to include new content types, such as podcasts and personalised feed for freelancers, while improving user journeys.

“Our approach was shaped by our experience as an employee-owned business, which mirrors the collaborative nature of this initiative. We thrive as a collective in evolving spaces, helping our clients navigate uncertainty and build clarity,” said Mike Bond, co-founder, Bond & Coyne.

WorkWise for Screen responds to recent findings from the BFI Skills Review and the Department for Digital, Culture, Media and Sport (DCMS) Good Work Review, which highlighted significant challenges in the sector, including working conditions, mental health and work-life balance. The platform offers tools to help independent producers and SMEs improve their working culture, retention and fair contracting practices.

This project also aligns with the BFI’s broader Screen Culture 2033 strategy, which aims to create a more skilled, diverse and representative workforce in the UK screen sector.
Keith Arrowsmith, associate, Counterculture, said: “Bond & Coyne understood right from the start that we needed a platform that was responsive to the needs of the screen sector and that could develop further as the project progressed. “Having industry contribution is an important component of this programme, so being able to improve and adapt the platform was crucial. Bond & Coyne were able to suggest how each element of the platform might be tailored for those users while making the look and the feel of the website relevant for that target audience. They’ve made sure the platform offers a one-stop shop, with each element available in convenient and concise sections.”