London brand agency takes the biscuit with fun stab at political imaging

Mark Johnson's picture
by Mark Johnson

A London-based branding agency has imagined how a political party from newly created The Independent Group might brand itself - and has created a witty pair of ‘campaign’ posters around both the names it conjured up.

Friday humour alert - the agency said they thought it would be fun to have a stab at how a new political party might want to brand itself. 

At present, The Independent Group (often referred to as TIG) which launched earlier this week, is an 11-strong group of centrist, anti-Brexit and pro-EU MPs, but is not yet registered as a political party and has no leader or manifesto.

Crunch time: Fun brand exercise reveals serious issue TIG faces

However, one of its founders, Chuka Umunna, says it plans on launching as a party later this year - so just for fun, award-winning Clerkenwell company Williams Murray Hamm have come up with two ideas for a name - the Nice Party and the Open Party.

Williams Murray Hamm has also created inventive, visually arresting ads that the possible party could potentially use to frame its hypothetical new names and agenda - and to make the point that TIG desperately needs to decide what it stands for as a brand, and fast.

How does Nice and Open grab you?

The Nice Party idea builds on TIG’s insistence that they are outside of the mainstream political parties’ shouting match of negativity - that they are bunch of good, polite people moving forward in a nice way.

So, the ad shows a politician who has a Nice biscuit rather than a traditional party rosette pinned to his lapel, with the catchphrase: “When everybody takes the biscuit, we are Nice.”

The second looks at the fact that TIG’s MPs have joined together across party lines. So, The Open Party is a group that’s open for everyone and is pushing for an open United Kingdom. 

The ad uses solid block of phrases featuring the words ‘closing’ and ‘closed’ including “closing borders, closing healthcare, closing employment, closed opinions, closing shops, closed book, eyes closed, closed future” and finishes with the line “Don’t lock Britain up - The Open Party”, with the ‘O’ of ‘Open’ resembling an unlocked padlock. 


Open to ideas: This name could resonate with voters worried about Brexit

Serious side of branding

It may just be a bit of fun, but it does raise the slightly more serious question of how will a new political force present itself to the nation.

“Currently, TIG talk a lot about what they don’t like - but we still don’t really know what they actually stand for”, Wybe Magermans, managing director of Williams Murray Hamm, explained. 

“As with any brand, they need to define a purpose that people will believe in and get behind. It can’t just be anti-Brexit.

“People need a positive reason for what your plans for the country are. At the moment, TIG are very vanilla or else they’re sending out mixed messages, and If you don’t have a punchy, positive brand, you’re going to get lost in today’s political cacophony. 

“They very quickly need to define what their purpose is and what they stand for - or else they will die before they’re even born.”

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