CASE STUDY PUBLISHED JUNE 2022

Call It!

The UK film and TV industry's anonymous daily workplace wellbeing app and workplace culture monitoring platform — designed and built end-to-end by Sauce.

PROJECT SUMMARY

Sauce designed the complete visual identity and built the full product for Call It! — a not-for-profit anonymous workplace wellbeing platform for the UK film and TV industry. The platform uses a traffic-light daily check-in to give workers a frictionless way to log how they feel, paired with a live employer dashboard for real-time workplace culture monitoring. Winner at the Global Productions Awards 2023, endorsed by Directors UK, the Film and TV Charity, UK TIME'S UP, the Sir Lenny Henry Centre for Media Diversity, and the Production Guild. Featured in the Cannes Film Festival Trade Magazine in 2024

CLIENT

Call It!

SECTOR

Film & TV / Social Impact

SCOPE

Brand + Full Product Build

STATUS

Live

THE BUSINESS CHALLENGE

A fast-moving industry in need of a better feedback loop

The UK film and TV industry runs almost entirely on short-term contracts and a freelance workforce. Productions assemble and disperse quickly, meaning workers rarely have a consistent, accessible channel to share how they're experiencing their working environment.

Without a simple way to capture how people feel day-to-day, productions had no real visibility of their workplace culture in real time. Existing formal processes were designed for very different working environments — slow, document-heavy, and ill-suited to the pace of a live shoot. Positive experiences went unrecognised just as readily as concerns went unrecorded.

The Call It! founders — set out to build a solution that fitted how the industry actually works. What they needed from Sauce was both a brand workers would trust and a product that would naturally fit into the rhythm of a working production:

Anonymous enough that workers would feel comfortable using it every day
Simple enough to complete during a demanding shooting schedule
Credible enough to be adopted by major productions and industry bodies
Data-rich enough to give employers meaningful, actionable insight
Built as a not-for-profit, requiring cost-efficient, purposeful design decisions

THE BRAND

A visual identity built for trust

Before a single line of code was written, Sauce developed the complete Call It! visual identity. The brief was precise and demanding: the brand had to feel warm and approachable enough to encourage workers to open the app at the end of a busy day on set, while commanding enough authority to earn adoption from major productions and broadcasters.

The identity threads that needle — a bold, confident wordmark built around the assertive energy of the exclamation mark, paired with a considered colour palette and typographic system that works across both the consumer app and employer-facing materials.

The full brand system covered logo and wordmark, colour palette, typographic hierarchy, icon system, and guidelines for application across digital and print — including trade press and industry event materials.

HOW IT WORKS

the traffic light system: A simple daily check-in that builds a real picture

The core insight behind Call It! is that meaningful workplace feedback needs to be effortless to give. The app replaces complex formal processes with a simple daily check-in — a traffic-light scale that takes seconds to complete and builds a rich, timestamped picture of workplace culture over the life of a production.

RED - A DIFFICULT DAY

Workers log when a day has felt particularly challenging — whether due to working conditions, safety concerns, or interpersonal dynamics. Data is recorded anonymously and fed into the employer dashboard, creating a record that can inform timely action.

AMBER - SOMETHING TO NOTE

Workers flag days where their experience of the working environment gave them pause — capturing a pattern of lower-level feedback that builds context over time and would otherwise go entirely unrecorded.

GREEN - A GOOD DAY

Positive check-ins are equally important — they build the baseline that gives the whole dataset meaning, and help productions demonstrate and celebrate a genuinely positive working environment across a project.

THE PRODUCT

App, live dashboard & wireframes - built end to end

Sauce built the full Call It! product stack: an iOS and Android app for workers, and a live management dashboard for account holders — productions, studios and industry bodies — giving them real-time aggregated data across the life of a project.

The employer dashboard gives productions continuous visibility of workplace culture across a project's lifetime. Rather than relying on infrequent or end-of-production feedback, employers can spot emerging patterns in their workforce's wellbeing data early and respond proactively.

The app went through full wireframing and user experience design before build, ensuring the product logic was rigorously tested before development began.

THE RESULTS

From launch to industry standard

Call It! launched to immediate industry recognition, positioning itself as a credible platform endorsed by the sector's most authoritative organisations — and reaching a global audience via the Cannes Film Festival.

Global Productions Awards 2023 winner

Immediate industry validation at one of the UK's leading awards for innovation in film and TV production.

Five major industry body endorsements

Directors UK, Film and TV Charity, UK TIME'S UP, the Sir Lenny Henry Centre for Media Diversity, and the Production Guild have all formally endorsed the platform. Call it! was also featured in the Guardian.

International trade press coverage

Publication in the Cannes Film Festival Trade Magazine in 2024 brought the platform to a global audience of producers, distributors and broadcasters.

Positioned as an industry standard

The breadth and seniority of endorsements positions Call It! as the emerging standard for workplace culture monitoring across UK film and TV productions.

In 2024, Call It! was featured in the official Cannes Film Festival Trade Magazine — one of the most widely read publications in the global film and TV industry, distributed during the Festival de Cannes to producers, distributors, buyers and broadcasters from around the world.

The placement marks a significant milestone for a platform that began as a grassroots initiative by three industry insiders determined to give UK film and TV workers a better feedback loop, and signals genuine international interest in both the product and the approach it represents.

FAQs

Q: What is Call It! and what does it do?

A: Call It! is an anonymous daily wellbeing check-in and workplace culture monitoring platform built exclusively for the UK film and TV industry. Workers log how they feel each day using a simple traffic-light system, while employers get real-time data through a live management dashboard.

Q: How does the Call It! traffic-light check-in work?

A: Workers log one of three responses at the end of their day — red for a difficult day, amber for something worth noting, and green for a positive experience. Each check-in is anonymous, takes seconds to complete, and builds a timestamped picture of workplace culture across the life of a production.

Q: Is the Call It! app truly anonymous?

A: Yes. Anonymity is central to the platform's design — it's what makes workers feel comfortable checking in every day. Data is aggregated and fed into the employer dashboard without identifying individual workers.

Q: What did Sauce build for Call It!?

A: Sauce delivered the complete product end-to-end — including the full visual identity and brand system, iOS and Android apps, full UX wireframing, and a live employer dashboard for real-time workplace culture monitoring.

Q: Has Call It! been recognised by the film and TV industry?

A: Yes. Call It! won at the Global Productions Awards 2023, received five major industry body endorsements — including Directors UK, the Film and TV Charity, and UK TIME'S UP — and was featured in the Cannes Film Festival Trade Magazine in 2024. Call it! was also praised in the Guardian.

Q: Can Sauce build a socially impactful digital product like Call It!?

A: Yes. The Call It! project demonstrates Sauce's ability to design and build purpose-driven digital products from scratch — covering brand identity, UX, mobile app development, and data dashboards for real-world impact.

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