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I’ve always had an interest in political art, so when I saw the call out for graphic designers I was curious. I was interested in The World Transformed because it promised to mix politics with art, music and culture. When I met the people from Momentum, I liked them. They were a young, dynamic, passionate team, who wanted to make a positive difference. I began by asking questions about the purpose and aims of the event, and got different answers. We worked through these problems to create a clear picture of what The World Transformed was and what it wanted to achieve before I began creating the brand.
The event wanted to be optimistic, build bridges and be inclusive. I decided to move well away from hard political graphics. Instead I wanted it to be fresh, modern and lively to reflect this reinvention of politics on the left. There were questions over the colour palette, because it went across the political spectrum. It felt important to reclaim the whole colour range, to reinforce its identity as an open, inclusive event. This enhanced The World Transformed’s message by communicating that it was an approachable event full of creativity and positive visions.
It was really important for me that the tone of voice was approachable. Considering how the brand is talking to people is core to good communications. One of the problems was that The World Transformed was seen as a ‘rival conference’ to the official Labour conference. When we began describing it as an event that was ‘part of the Labour Party conference fringe’ it helped defuse concerns and make our aims clear.
Issues such as the minimum wage, ending poverty and stopping disability cuts are supported by the majority of the population. Yet the left isn’t tapping into the wider demographic. We need to stop having ideological battles and avoid our own echo chambers. It would be great if The World Transformed was brave and went to a right-wing heartland to engage those we need to get through. The left needs to invest in its communications and design and use the same tactics used to sell products, but instead to support good values and create a better society for all.
I say to every client that design can only amplify a message. If your underlying message is unclear then that is exactly what will come across. To simplify, pinning down your aims, your message and audience will help build the foundation for effective design. Good design isn’t just imposed on the surface; it’s deeply thought out. Questioning at every point if the design meets the strategy aims and objectives will ensure you communicate clearly.
The real story behind the fire in Grande Synthe’s Linière refugee camp, Dunkirk. From 'Bordered Lives – How Europe fails refugees and migrants' by Hsiao-Hung Pai
Javier Pérez De La Cruz writes about the working class Berlin neighbourhood wrung dry by gentrifiers.
Across the world, thousands of protesters are taking on the planet’s biggest fossil fuel companies. We should support them – and if we can, we should join them. By Kara Moses
Students are suffering the effects of financial instability, stress, and slashed mental health services. Mark Crawford reports.
They're not defending free speech - they're just seeking to shore up their own power, writes Ilyas Nagdee
How can the heavily-armed Israeli state claim to be victimised by one teenage activist? By Richard Seymour.
Governments are manufacturing a new 'enemy within', write Yasser Louati and Malia Bouattia
The online currency started as an alternative to the failed financial system – but as a huge bubble inflates and bankers board the bandwagon, Tom Walker argues bitcoin has drowned in greed
Oliver Lemon explores what a 'robot tax' could look like, and whether it's an idea whose time has come.
Nic Beuret, Anja Kanngieser, and Leon Sealey-Huggins explore the effects of the COP23 negotiations on the global south.
Jeremy Hunt is poised to flog the last of the NHS
Peter Roderick sounds the alarm on an 'attack on the fundamental principles of the NHS'.
Viva Siva, 1923-2018
A. Sivanandan, who died this week, was a hugely important figure in the politics of race and class. As part of our tributes, Red Pepper is republishing this 2009 profile of him by Arun Kundnani
Sivanandan: When memory forgets a giant
Daniel Renwick calls for the whole movement to discover and remember the vital work of A. Sivanandan, who died this week
A master-work of graphic satire
American Jewish cartoonist Eli Valley’s comic commentary on America, the US Jewish diaspora and Israel is nothing if not near the knuckle, Richard Kuper writes
Meet the frontline activists facing down the global mining industry
Activists are defending land, life and water from the global mining industry. Tatiana Garavito, Sebastian Ordoñez and Hannibal Rhoades investigate.
Transition or succession? Zimbabwe’s future looks uncertain
The fall of Mugabe doesn't necessarily spell freedom for the people of Zimbabwe, writes Farai Maguwu
Don’t let Corbyn’s opponents sneak onto the Labour NEC
Labour’s powerful governing body is being targeted by forces that still want to strangle Jeremy Corbyn’s leadership, writes Alex Nunns
Labour Party laws are being used to quash dissent
Richard Kuper writes that Labour's authorities are more concerned with suppressing pro-Palestine activism than with actually tackling antisemitism