Hope not Hate

Creating a global movement to end extremism

hope-not-hate-brand-identity-t-shirt-large

Tackling extremism isn’t easy. Rewind to early 2017 and Hope not Hate was finding it tough to cut through. With the rise of the far-Right, Alt-America and Trump dominating the media cycle, events were unfolding fast. Since their founding in 2004, Hope not Hate have always had a strong fact finding mission producing some heavy hitting reports but they were struggling to make these relatable.

cho-hero-hope-digital

They needed a new approach to branding: To move from being localised to national and reach a mass audience. The brand also needed to travel globally with the US launch, attract new, younger supporters, but keep their 12 year supporter base. No small ask then.

The brand identity system had to work seemlessly across all social platforms, bringing with it a bold visual presence

01-iPad-Air-Mock-up-FB-crop-1
cho-hero-hope-badges2
cho-hero-hope-digital2

Hope not Hate started on the street but the fight had moved online. And it comes as no surprise that young people don’t march. We found they did however want to hear that things were serious, and that there was something they could do. All they needed was an outlet online

cho-ipad-hope-guide1
cho-ipad-hope-guide2-2

We wanted to develop a brand that would appeal to everyone from age eight to eighty – something that would feel equally at home in a village community hall, inner-city gym or main festival stage

cho-hero-hope-strikethrough-diag-1

A problem for us was that the word “hate” had such power in the old logo lockup. The new logo looks to reflect the charity’s aim to “strike out hate”, with a simple “bar of hope” to physically reduce the power of the word “hate”.

cho-hero-hope-bus
cho-hero-hope-organic
1200-700-hnh-manchester

This was about other people getting our idea and joining the movement. We wanted to build a living, digital brand that feels that you could own it. You can use the hashtag, you can recreate the logo, you can modify it for your own needs. Do whatever inspires you. The new brand is more about giving supporters the tools they need to fight hate wherever and whenever they find it, rather than a strict and narrow identity system. This is about building a living, social brand community that helps build a global movement, not a theoretical, expensive branding exercise.

“There’s so much happening in the world today to be concerned about, with the rise of the far right, Trump, and how divisive politics has become. I’ve made this print for HOPE not hate because I wanted to add my voice and make a positive statement. I think the phrase ‘Live With Hope’ is something that we should all strive to do in these difficult times.” — Anthony Burrill, Graphic Artists & Designer

Credits

Agency: Blue State
Role: Creative Direction

The Work

Speedo Swim StoriesSocial content

Gousto DNA DishesSocial campaign

SkyscannerAdvertising campaign

Nike Do ItAdvertising

Hope not HateBrand Identity

Grit and BodyBrand Identity

Nordic BalanceBrand Identity

Bloomberg Art + TechnologyEditorial content

Next-gen storytelling

Trusted by big brands & top creative agencies

Let’s chat

Memberships-Logo-DBA
Memberships-Logo-HoSB
Memberships-Logo-Artists
Memberships-Logo-United-Voices

Member of the Design Business Association, champions of the transformative power of design, House of St Barnabas, breaking the cycle of homlessness, of Artists’ Union England, union for visual and socially engaged artists and United Voices of the World who fight for equality, dignity and respect in the workplace.

Studio 414
10 Riverside Road
London
SW17 0BB

© Untitled Media Group