The World Transformed
Brand | Strategy | Print | Social Media | Environmental | Wayfinding | Advertising
Britain was divided by Brexit, and the UK Labour Party divided by a lefty party leader. The World Transformed, a four day festival of art, politics and music, coinciding with the UK Labour Party conference, aimed to create a unified and hopeful movement for change
Research into the current narrative and audiences showed the festival was being misrepresented by unfriendly media and political divisions. The research insight showed there was a real public desire for politics to bring the country back together. The festival had to be a space where people of all political backgrounds could come together to discuss new ideas, rather than just a platform for protest.
Our visual identity moved away from typical protest graphics often associated with activism. Instead, we crafted a fresh, vibrant look that emphasised positivity and unity. The design featured overlapping lines to represent movement and collaboration - symbolising the festival’s goal of bringing people together to shape a better future. The bold colour palette was inspired by the main British political parties – reflecting the festival’s inclusivity and welcoming spirit.
“The highlight of Labour’s otherwise drab party conference this year was Momentum’s the World Transformed, a series of events that won accolades even from hostile media commentators." Owen Jones, Guardian Columnist, The Guardian, Dec 2016
We rolled out the campaign across various platforms, creating a cohesive visual narrative that was dynamic, energetic, and inviting. The branding extended from digital assets, marketing materials to environmental dressing that helped create an engaging atmosphere.
The results were outstanding. Over 10,000 people attended, the festival received positive media coverage, and the visual identity played a key role in its success. Notably, there was a record increase in UK Labour Party membership following the event, showing that the festival had succeeded.
