HOPE NOT HATE BRAND IDENTITY AND WEBSITE RELAUNCH
Tackling Extremism
HOPE NOT HATE
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.
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
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.
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.
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”.
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 Artist & Designer
Outcome
- 750% increase in donations
- 50,000 new supporters joined the movement at launch
Coverage
- This New Branding Is Designed To Jump-Start An Anti-Hate Movement –Fast Company
- How One Design Firm Is Tackling Extremism In The U.K. – Fast Co.Design
- Hope not Hate rebrands to “strike out” discrimination – DesignWeek
- Hope Not Hate Fights Back – Logo Lounge
- Hope Not Hate "New brand identity" by Blue State Digital Campaign – Campaign
- Anthony Burrill x HOPE not hate – Live with HOPE – Creative Review
- Anthony Burrill’s new Live With Hope prints reject far-right politics – Creative Boom
Awards
- Best Design – Functional (Websites), Silver, Lovie awards
- Best Design – Functional (Websites), People's Choice, Lovie awards
- Best visual identity by a charity, NGO or non-profit, Highly Commended, Transform Awards
Studio: Blue State / Role: Creative Direction: Chomoi Picho-Owiny
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Work
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- AKQA
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Thoughts
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Testimonials
Dream to work with
There is only one word for Chomoi. PHENOMENAL. I LOVED working with this man. He’s creative gold. Absolutely brilliant and a dream to work with. He’s just great.
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Lucy Witts
A great inspiration
I had the pleasure of working with Chomoi and and it was great to see such a passionate and articulate creative director in action. He was a great inspiration to the team, a true professional.
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Mandy Chan
A valuable mentor for me
Chomoi is a highly skilled and passionate creative director. I thoroughly enjoyed and learnt a great deal during our time working together... He is a person who champions creative thinking, has excellent presentation skills that are effective when communicating with clients and the wider team. Chomoi was also a valuable mentor for me, sharing his knowledge in the interests of seeing me succeed.
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Fernando Lobina
A true inspiration
Chomoi is a true inspiration. His ideation is innovative. His mentoring is invaluable. I will take so much away from working alongside someone with such an abundance of experience.
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Amber Howe
I’d jump at the chance to work with him again
Chomoi was always driven towards creating the best possible work we could. He's an inspiring mentor, and I'd jump at the chance to work with him again.
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Eleanor Nugent
Genuine creative talent
Chomoi is insightful, passionate and a genuine creative talent. He is an absolute pleasure to work with and you can always rely on Chomoi to come up with strong creative work to be proud of at every meeting. I miss working with him and recommend him extremely highly!
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Maggie Lonergan
A rare breed
Chomoi was an inspiration. He created solutions that clients loved, users understood, all the while focusing on the bottom line of the business. His innovative style always pushed projects further than the brief. A rare breed of Creative Director.
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Hitesh Supeda
An inspiring professional
He's simply an inspiring professional and a great leader. He always strives to reach creativity excellence with a smile on.
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Sara Simoncini
Visionary and out of the box
His presentation style is extremely consultative and collaborative. He always had the end user in the centre and spun ideas that were visionary and out of the box.
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Pawan Udernani
His greatest forte is to contantly question key fundamentals of what’s being delivered
Highly conceptual and always hands on, Chomoi has been a storm of inspiration in every project I've worked with him. He is also quite a connoisseur of fine dining and boutique hotels.
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Daisoo Lee
Innovative ideas
Chomoi has the ability to grasp the business need of the client, understand what the brand stands for and come up with original innovative ideas to solve the clients business problems - quicker than any other creative director I have worked with.
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