“We need to engage with like-minded people and start attracting donors. Can you give us a brand and a digital presence in five weeks flat?”

This was the challenge thrown at us by a newly formed, non-partisan political organisation at the start of August. A centre ground start-up with no name and no history, but with a clear vision of creating inclusive and innovative change in UK politics over the next decade, wanted to make themselves visible.

So where to start? Our experience said certainly not with creative. We engaged in debate about the why, the what and the how, unpacking their strategy and unlocking their ambition to arrive at an agreed platform for brand creation.

Numerous rapid-fire naming experiments later, the ‘Assembly Unit’ was born. It was locked into a simple, clear branding programme supported with an intriguing ‘double take’ icon which neatly encapsulates ‘bringing people together’ whilst subtly hinting at the union flag.

We partnered with the team at Candour who brought their digital skills to the project, handing them brand identity, tone of voice and the comms approach we had created in order to build a launch microsite. Meanwhile, we wrote and produced an Assembly Unit trailer film; a simple motion graphics piece to drop across the client’s digital channels.

This collaboration fast-tracked the build of all the assets which went live second week of September, launching the Assembly Unit into the British political arena; exactly five weeks from the knock on our door.