In 2018 democracy is under pressure: If democratic parties don’t push things forward in Germany the radical parties will. To remind every member of the Free Democratic Fraction to set things in motion, along with Berlin, we developed a dynamic brand design.

Goal was to develop an algorithm based brand design for the Free Democrats that visualizes the work of the fraction and makes it visible for the outside world.

The idea consists of a swarm of 80 forms, each one standing for a Free Democratic Member of the parliament, charged by their activities. An algorithm tracks every idea that is published online. Whenever new content is released, the swarm gets faster. A tool allows party members to design their individual stationery, business cards, brochures, posters, light installations and info booths. Each, a unique snapshot of the swarm.

The new CI is a daily reminder for every member of the Free Democrats fraction to keep busy and things in motion. However, it also reaches consumers and makes it visible that the party aims at realizing ideas that protect democracy.

Implementation

The idea is implemented since May 2018.

Placement

The CI is visible on social media, in out-of-home media, in print media, at events and in the office.

The first data-driven corporate identity is the reminder to each group member of the fraction to bring things forward in Germany. By October, more than 150,000 impulses across the Web are driving the swarm, proving that everyone can do something to protect democracy from their opponents.