FREE DEMOCRATS "MOVING PARLIAMENT. THE HUMAN FUELED BRAND DESIGN."

ClientFREE DEMOCRATS
Category E09. Social Data & Insight
TitleFREE DEMOCRATS "MOVING PARLIAMENT. THE HUMAN FUELED BRAND DESIGN."
Product/ServicePOLITICAL PARTY
Entrant HEIMAT Berlin, GERMANY
Idea Creation HEIMAT Berlin, GERMANY
Production FIELD London, UNITED KINGDOM
Credits
Name Company Position
Matthias Storath HEIMAT, Berlin Chief Creative Officer
Guido Heffels HEIMAT, Berlin Chief Creative Officer
Tom Hauser HEIMAT, Berlin Creative Director
Felix Steiner HEIMAT, Berlin Art Director
Felix Brockmeyer HEIMAT, Berlin Copywriter
Sebastian Stumpf HEIMAT, Berlin Copywriter
Elisabeth Treichel HEIMAT, Berlin Account Manager
Olga Söderlund HEIMAT, Berlin Account Manager
Nina Waiser HEIMAT, Berlin Account Manager
Andreas Mengele HEIMAT, Berlin Strategy
Martin Glöckner HEIMAT, Berlin Graphic
Maria Botsch HEIMAT, Berlin Graphic
Juliane Lang HEIMAT, Berlin Graphic
Patricia Wirth HEIMAT, Berlin Graphic
Charlotte Kühn HEIMAT, Berlin Agency Producer
Meike Kornrumpf HEIMAT, Berlin Agency Producer
Marco Thau HEIMAT, Berlin Editor
Jan Lagowski HEIMAT, Berlin Editor
Marcel Neumann Mokoh Music Music Producer
Stephan Moritz Mokoh Music Music Producer
Jonas Otto Field.io Digital Artist

Background

In 2018 democracy is under pressure: If democratic parties don’t push things forward in Germany the radical parties will. To remind every member of the Free Democratic Fraction to set things in motion, along with Berlin, we developed a dynamic brand design. Goal was to develop an algorithm based brand design for the Free Democrats that visualizes the work of the fraction and makes it visible for the outside world.

Describe the strategy

The new CI is a daily reminder for every member of the Free Democrats fraction to keep busy and things in motion. However, it also reaches consumers and makes it visible that the party aims at realizing ideas that protect democracy.

Describe the execution

The rollout of the CI started in May 2018. Simultaneously the idea became visible on social media. Ever since the CI is implemented and part of the daily political work.

List the results

The first data-driven corporate identity is the reminder to each group member of the fraction to bring things forward in Germany. By October, more than 150,000 impulses across the Web are driving the swarm, proving that everyone can do something to protect democracy from their opponents.