Two parties, one progressive movement.
Progressief Nederland — Campaign, Event design, Identity, Motion
The challenge
Merge two of the Netherlands’ largest left-wing parties, the Labour Party (PvdA) and GreenLeft (GroenLinks), into a single progressive movement. The new identity had to balance heritage and change, unite diverse supporters and provide a lasting symbol for the future of the Dutch left.
The strategy
We created a brand with two layers: a clear political identity and a deeper cultural layer that fosters belonging, participation and shared ownership. Inspired by sports fan culture, the goal was to build not just a party, but a movement people actively want to be part of.
The solution
We developed a flexible visual system inspired by heraldry and symbolism, connecting local branches, supporters and national campaigns through one shared identity. Designed for participation as much as communication, it works across activism, demonstrations, campaigns and social media.
Launch campaign
To introduce Progressief Nederland, we developed a campaign around a simple idea: not being against things, but being PRO. We turned it into a communication system that expresses the party’s values. PRO Future. PRO Education. PRO Environment.
Graphic system
The visual system is inspired by the flags and coats of arms of the Dutch provinces. Drawing on the traditions of heraldry, we developed a pattern system that borrows the visual principles of sport, where symbols, colours and patterns become expressions of a collective identity.
Credits:
Strategy and narrative – David Snellenberg
Art direction and narrative – Emilio de Haan
Event director – Xander Straat
Production – Maikel van der Laken
Film director – Bram Schouw (Bonkers)
Music – Niels den Otter (Audentity)
Photography – Noes Petiet
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