Labour's 2024 campaign was a fascinating case study in corporate identity and communications strategy. The discipline shown in applying the new look created for the 2024 campaign and sticking to a simple language and message of change was remarkable.
The entire campaign was encapsulated in the word CHANGE, printed on buses, posters, placards, the manifesto, used in speeches and reflected in the warm editing of every single campaign photo released by the frontbench team.
Actually, CHANGE was the peak of a campaign that started wayback in 2022, warming up the public with the slogan "Fairer GreenerFuture", leading to "Let's get Britain's future back" and culminating in the grand finale "CHANGE".
From a corporate identity perspective, the party's manifesto clearly articulated a vision for wealth creation and economic stability, positioning itself as the party of investment and efficiency. This is evident in its commitment to encouraging business investment and public green investment, in line with the global shift towards sustainable practices. Keir Starmer tried repeatedly to portray Labour as the party of business and working people, which resonated and attracted a broad coalition of potential voters.
Labour's vision was wrapped up in the prominent return of the Party's main brand colour, red. In previous years, the brand colour played a weaker role within a palette of colours. The decision to introduce the Union Flag as the dominant symbol across all digital and analogue touch points was seen by some as controversial, but overall a brilliant move.
The Union Flag supported Labour's message of stability and gravitas, mixed with a touch of patriotism. The underlying message was alway sone of hope, change and restoring civic pride in the institutions of the state.
On a personal note, I felt a sense of relief that Labour's font chaos has finally been resolved with the introduction of Poppins. Poppins is a modern, clean and warm typeface that feels both fresh and familiar.
On the communications front, Labour's messaging has been consistent and strategic. The focus on stability over tax cuts, the emphasis on green prosperity and the pledge not to increase the 'big three' taxes have all been effectively communicated to resonate with the electorate's desire for economic prudence and long-term planning. The use of targeted communications to address specific issues, such as the asylum backlog and national security, demonstrates a nuanced understanding of voter concerns.
In addition, the campaign's ability to use digital platforms and traditional media to spread its key messages was striking. The strategic narrative of rebuilding Britain and ending the chaos of the previous government was a compelling call to action (CTA) for voters looking for change.
In conclusion, Labour's 2024 campaign serves as an exemplary model of how corporate identity and communications can be synergised to create a compelling and cohesive political narrative that engages and inspires voters.It's a reminder of the power of clear messaging, an activating CTA and strong identity in the modern political landscape.