How we designed the first digital credentials for awarding body City & Guilds and laid the groundwork for digital badging of qualifications

Digital Credentials are a digital representation of a qualification created using the open badges standard. In 2017 Ardcairn’s Gráinne Hamilton worked with start-up Digitalme, to define the first digital credentials for global awarding body City & Guilds.

City & Guilds went on to acquire Digitalme and now issues digital credentials as part of its core business. The first digital credentials created, were designed to celebrate the City & Guilds Group’s brand values: Pioneers in Skills Development; Imagination; Integrity; and Leadership.

What we did



  • Worked with the awards team to scope, design, build and issue a credentials framework
  • Developed a framework and the badge value proposition: why, what and for whom
  • Oversaw the visual designs to align with the Group brand
  • Defined the badge metadata
  • Developed an issuing process with instructions and training for the Ampersand awards team
  • Platform configuration

Images © City & Guilds


The awards are issued at a glamorous event in London, where colleagues have the chance to celebrate their peers and their achievements. The digital credential provides shareable evidence of their achievement, which can be added to professional profiles and serve as lasting recognition of their award.


“The Ampersand Awards are an opportunity for City & Guilds Group to celebrate our Group values (leadership, imagination and integrity) and our purpose. These awards recognise our employees and how we demonstrate our values and live out our purpose in our day to day work”

HR Director, City & Guilds