With the rise of the far right and hate speech online, their work is more important than ever before. But their 10-year-old identity wasn’t attracting a new generation of activists — and would not be immediately impactful when expanding into the U.S. market. Our solution was a new brand that strikes out hate, replacing it with a simple bar of hope.
How do you turn a beloved activist brand into a movement for the modern age?
Sparking a movement starts with giving people the inspiration and tools they need to take action of their own.
A fresh identity, website, visual language and tech platform gave HOPE not hate the building blocks to expand into new markets and fight the far-right on a global scale.
HOPE not hate is a UK-based organization that works to fight extremism in all its forms.
Building a global movement for hope
We rebranded HOPE not hate to create an activist identity for the modern age — something that would appeal to the old guard of supporters and the next generation of activists in equal measures. The new brand not only invites action, but makes it easy to rapidly respond to current events.
With the launch of the rebrand, HOPE not hate tapped into a new generation of activists, encouraging them to take the brand forward in their own way, and building a global movement for hope.
An activist hub for the modern age
We moved to bring this new identity to life by crafting a completely new website modeled around HOPE not hate’s core objectives of fundraising, list growth, and voter persuasion. Doing this allowed them to launch campaigns at a moment’s notice, such as their most successful fundraising campaign to date against Nigel Farage, and their general election campaign. We then helped bring their anti-hate agenda across the pond, and launched HOPE not hate’s first presence in the U.S.
A campaign to defeat the far right
When Theresa May called a snap election in 2017, we mobilised to build a nationwide voter registration programme targeted at young people. As a result of work like this, youth turnout in this election increased to between 57% and 59% — its highest point in 25 years.
We also ran a hyper-targeted voter persuasion campaign to stop UKIP from making gains. We were able to identify the audience UKIP was looking to attract and where they had the greatest chance of winning seats. We then served those people messaging about key voting issues, such as the NHS, policing, and wealth inequality to dissuade them from voting for the party. The campaign contributed to some stunning results: UKIP failed to win a single seat, and its party leader, humiliated by defeat, was forced to step down.
750% increase in first-time donors in one year
50,000 new supporters joined the movement
34X list growth since 2009
Press & Accolades
Peoples Choice and Silver for "Best Functional Design"
New York Times
Undercover With the Alt-Right
This New Branding is Designed to Jump-Start an Anti-Hate Movement
How One Design Firm Is Tackling Extremism In The U.K.
Publication in Design Week
HOPE not hate Rebrands to 'Strike Out' Discrimination
HOPE not hate 'New Brand Identity'