Lewisham Labour
Campaign identity | Strategy | Print | Social Media | Candidate Branding
The London borough of Lewisham is a traditional UK Labour Party stronghold. At the upcoming local elections, Lewisham Labour didn’t want to be complacent with the growth of Green Party support and the risk of low turn-out. The campaign communications had to re-energise Labour supporters and win back wavering voters.
“We’ve had people switching back to us who’ve cited the manifesto leaflet and even today we’re using it in our marginals to persuade undecideds. I don’t think I’ve ever seen that on a campaign which is so powerful.” John-Paul Duddy, Borough Organiser for Lewisham Labour Party
The campaign strategy was based on data and door-knocking feedback. The research insight found amplifying the Labour Mayor and Council past achievements was vital in reminding voters they were the party to deliver for local people.
The visual identity broke away from traditional political visuals, often plain and systematic, to make it clear Labour wasn’t stuck in the past and cared about earning people’s vote. We created collage illustrations using local people and places to show their commitment to Lewisham. The illustrations brought to life each policy area, reflecting how local people, businesses, and culture are at the heart of every decision.
“It’s so rare and special as a candidate to feel that you have a design which really captures your personality, values and showcases your key messages. Sana designed my materials in a way that you could see my personality and values. I really appreciate the time Sana took to get under the skin of the campaign to make materials which stand-out and have broad appeal.” Damien Egan, Mayor of Lewisham.
We rolled out the campaign identity across print and digital, including a manifesto booklet, leaflets and social media graphics. The beautiful designs helped to build local pride and inspire activists on the ground.
The results were powerful. Labour won all 54 wards, including key battlegrounds like Blackheath and Ladywell. Damien Egan secured 58% of the Mayoral vote – the highest first-round result on record. The campaign was even featured in Creative Review, and activists shared stories of voters citing the campaign materials as a reason they switched back to Labour.
