Case Study: The Power of Clarity – Executing the 'Get Brexit Done' Campaign
Client
2019 UK General Election Campaign
Project Overview
Delivery of a hyper-disciplined, single-issue campaign identity and suite of assets, engineered for maximum impact and immediate recognition across both high-volume digital and large-format print media.
The Challenge: Achieving Visual Consensus in Chaos
The creative challenge was not just political, but logistical and aesthetic. Our team faced the need to cut through a saturated media environment defined by visual clutter and three years of political noise:
Incoherent Brand Architecture: Previous campaign efforts had suffered from fragmented messaging and an inconsistent visual identity that failed to create a unified image for the new leadership.
Maximizing Print Impact: We needed a design that was immediately legible from a distance (e.g., billboards, banners) and impactful in hand (e.g., leaflets, direct mail), requiring a focus on typography and high contrast.
Speed-to-Market Production: The snap nature of the election demanded a system where thousands of print assets (posters, literature, mailers) could be designed, approved, and printed quickly across decentralised production centres while maintaining absolute colour and text fidelity.
Simplification of Message: The core challenge was translating a complex political crisis into a single, punchy, and unavoidable three-word visual asset.
The Solution: Disciplined Aesthetic and Production Focus
The creative solution centered on a deliberate strategy of radical simplicity and unwavering consistency, ensuring the 'Get Brexit Done' slogan functioned as a visual anchor across all communication channels.
Creative Strategy: Visual Minimalism
Typography: Adopted a bold, high-readability sans-serif typeface (Inter variant) for maximum kinetic energy and clarity, ensuring the three core words dominated every layout. The consistent use of title casing provided a firm, unequivocal tone.
Colour Palette Discipline: Strictly enforced the use of high-contrast white text on a deep, saturated blue field, often paired with the official red graphic accent. This combination ensured high visibility, immediate brand recognition, and a sense of authority.
Core Asset Development: The final 'Get Brexit Done' slogan was treated as a logo or primary asset, not just a headline. This visual unit was designed to be instantly recognisable, irrespective of the platform size.
Print and Production Execution
Scalability Testing: Assets were rigorously tested for legibility from 50 metres (billboards) down to 10 cm (leaflets), optimizing line spacing and weight to prevent 'bleed' or 'washout' in mass print runs.
Stock Selection: For high-volume Direct Mail, we focused on lightweight but rigid stock to maximize distribution efficiency while ensuring the visual impact remained sharp and resisted folding/creasing.
Centralized Digital Master: We provided regional teams with a single, unalterable digital master template for the core slogan, preventing variations in design and ensuring a 100% adherence to the visual brand identity across the country.
Results and Impact: Creative ROI
The success of the campaign demonstrated that a hyper-focused creative strategy and disciplined production workflow directly enabled the political breakthrough.
Conservative Seats Won | 365 seats | +47 seats | 80-seat Majority
Key Outcomes for Creative & Production
Brand Authority: The minimalist, disciplined design successfully projected a message of determination and control, directly counteracting the public perception of political chaos.
Efficiency in Mass Production: The simple two-colour design optimized print costs and drastically reduced turnaround times, allowing for rapid deployment of physical assets across key target seats.
Visual Discipline Leading to Mandate: The unwavering commitment to a single visual asset was instrumental in uniting the fragmented Leave vote and delivering a clear, unassailable mandate—proving the power of creative simplicity in a complex environment.
From a design and print perspective, the ‘Get Brexit Done’ campaign was a study in strategic restraint, where saying less, but saying it louder and more consistently, delivered profound, decisive electoral success.