Sketches for ABA | The Business Brand Agency’s business pitch for project ‘Paradigm’, from the Social Housing Association.

The brief: To create character sketches to go on ‘Personality cards’ and create a farm scene to show how these different personality types with different skill sets can work together to create a thriving community.

Paradigm exists to create environments in which its tenants and employees can thrive and flourish. Instead of the sense of hopelessness and despair which can characterise social housing, Paradigm works to bring life, vitality and fruitfulness. Every member of the Paradigm team has a vital role to play in order for this goal to be achieved.

The Shepherd

George is a shepherd. He’s been a shepherd for years, and he enjoys looking after his flock. The sheep are almost like family:-­ he knows their personalities, and how to handle them. If it was up to George, he would spend his whole working life making sure his sheep were as contented as they could be.

But George often finds himself under pressure from the farmer, who relies on wool from the sheep for an income. He wants George to keep the sheep close and clean; he worries George treats them like animals in a zoo, for show, and not a resource on a working farm. George is always looking for ways to make sure the sheep are as well cared for as they can be, while still providing the farmer with a good return.

The Farrier

Simon is the farm’s resident farrier. He trained as a blacksmith, and still makes bits and pieces in the forge in his spare time, but these days his main focus is shoeing the horses. He takes real pride in his work:- a properly-fitted shoe is a thing of beauty. He knows that the more efficiently he works, the more his job is at risk. ­The farm has had to make some cut-backs recently, and a full-time farrier is a bit of a luxury ­but he can’t bring himself to lower his standards and, fortunately, the work keeps coming in! The farmer recognises his dedication, and has suggested that he shadows the vet in his spare time, with a view to training in animal husbandry.

The Farmer’s Wife

Jane is the farmer’s wife. She looks after the finances of the farm- ­ everything from the vet’s bills to the price of eggs in the farm shop. She’s new to farming, compared with a lot of them ­ she started out as a bookkeeper and then a bursar, and only got involved in farming when she got married. She’s made quite a few changes since she arrived, getting the farm on a more secure financial footing ­ but sometimes she worries that the rest of the team resent her a bit. She’s taken to spending at least half a day each week out on the farm, watching what’s going on and helping out ­ she’s hoping it will help her see things from their point of view, and show them that she’s not just a bean-counter. You just can’t run farms the same way you used to.