Branding cross-party politics
advertising campaign ▶︎ print • digital • art direction• design system
In September 2019 I was tasked with art directing and designing The London Assembly’s first ever cross-party campaign. Working with Blue State Digital team and London Assembly communications team over two weeks, I built a key visual and all the brand collateral ready for their delayed campaign launch in spring 2020. The 25 member group represent all of the London boroughs and therefore represent a vast political spectrum. So the challenge was largely around finding a colour system that would represent them best.
ROLE: LEAD DESIGNER & ART DIRECTOR
AGENCY: BLUE STATE DIGITAL LONDON X STUDIO LA PLAGE
CLIENT: LONDON ASSEMBLY
TEAM CREDITS: HANEEF KHAN (BRAND STRATEGY)/ TUDOR CALNEGRU (ANIMATOR)/ SIMON DOVER (TYPOGRAPHY)
DURATION: 2-3 WEEKS
creative concept board
core campaign objectives 🎯
1. Measurably increase awareness of London Assembly
2. Connect Londoner’s with London Assembly’s work
the creative solution
‘THE FUTURE OF LONDON IS YOURS TO SHAPE’ strategic line built a sense of belonging and rallying purpose to the LA brand. We brought this to life with a series of poster concepts to visualise the London community voice and political spectrum. Our key challenge was settling on a colour to truly represent a united cross-party with all the semiotic political associations.
uk political colour spectrum
the intial concept
Mayor of London accent pink, graphic typography, graphic motifs and a strategic line ‘the future of London is yours to shape’. This won the pitch to help sell in the concept.
the problem i solved
The multi-party organisation needed to be graphically democratised as well as political neutral. So we had to retain the essence of the campaign concept, but ensure it was party neutral along with communicating that it was a London specific initiative.
social campaign toolkit
about the london assembly
The London Assembly exists to serve the Mayor of London’s policies, actions and strategies in order to represent the London communities interests. You and I benefit from their existence as Londoner’s. Made up of 25 publicly elected members, each giving a voice to shape the future of London.