Labour Party
Engaging Gen-Z, Our Most Purpose-Driven Generation.
The Labour Party commissioned us to design a series of original graphics to visually appeal to the Purpose Generation for Labour candidate Jessie Joe Jacobs as a tactically tool to raise profile for the party candidate to further engage with this audience during her campaign to become the Tees Valley’s First Female Metro Mayor.

Research
Gen-Z is fuelled by purpose. Having experienced a global pandemic, economic recessions, and major cultural shifts during formative periods in their lives, they see the world differently and are passionate about solving societal problems.
Jessie’s Manifesto Pledge
Jessie Joe Jacobs was selected as Labour’s candidate for the 2020 Tees Valley mayoral election in a bid to be the UK’s first female directly elected Metro Mayor. She set up the charity A Way Out in Stockton for vulnerable women and young people caught up in addiction and prostitution. If elected, she expressed interest in developing policies to help those groups along with tackling the climate crisis.
Design
We illustrated the driving purpose, mission, and values of Jessie’s campaign through artworks. We invited Jessie into a studio to take a series of images of her. The photography was then printed, and each piece of artwork was hand illustrated and photographed. This was an all-female collaboration with artist Nicky Peacock, Photographer Dawn McNamara, designers Eve O’Neil, Pankhurst Design and Max Freer from OOK.
Tactical Execution
The artwork designs were executed across posters, drinks coasters, flyers, graphics for social media, pin badges and given to the Labour Party for use in their campaign.








