Wales Green Party
We created the 2026 campaign identity for Wales Green Party in collaboration with Bak Creative. The aim was to move away from traditional political campaigns and create something more culturally relevant, conversation-starting and reflective of a party doing things differently.
The Brief
The aim was to develop a visual direction that felt more human, emotional and culturally aware than typical political campaign design, whilst still remaining accessible for candidates to use with ease. We created an identity with the goal of being progressive, contemporary and genuinely connected to the people they represent.
Rather than relying on overly corporate or predictable political visuals, the project explored a more expressive typographic approach inspired by film, protest culture and accessibility – recognising that younger audiences now experience politics through screens, social platforms and emotionally driven storytelling.
The Concept
In a time where political circumstances can feel out of our control, the one thing we can control is who we choose to vote for. This identity is built around the concept of a polling card as a tangible piece of design – reinforcing the idea that simply going to your local polling station on the 7th of May and marking an ‘x’ next to the party that aligns with you is something fully within our control.
Visually, the identity also acts as an ode to film. To achieve this, we used a design discipline called ‘mixed typography’ to create dynamic statement pieces out of text. Using a different collection of typefaces to create expressive layouts and gain visual interest.
Young people no longer form their understanding of the world through newspapers or evening news, but through screens – social media, films and television – because those mediums make them feel something. Cinema has always been the medium that turns the voiceless into protagonists.
The campaign intentionally avoids traditional political colour systems and visual cues. Many younger audiences have become desensitised to conventional political messaging online, often scrolling past it automatically. By creating something less predictable and more culturally aware, the identity was designed to cut through crowded feeds and encourage people to stop, engage and pay attention.
