Assemble Publicity

Branding, website, and collateral design for a collective of diverse mission-led film & entertainment publicists

Established in 2020, the publicity and mentorship platform Assemble was founded by film publicity Stu Oakley, who has worked on some of the biggest film franchises in history, including Star Wars, Avengers, Harry Potter, Frozen, and Jurassic World. The mission - is to equip and mentor new BAME and LBGTQ+ comms talent and open the industry to broader representation. Currently, 92% of UK PR professionals come from white British backgrounds. However, BAME representation in the Film industry stands at just 3%, and more than a third of UK workers have hidden the fact that they are LBGTQ+ for fear of discrimination; the number rises to over 50% for trans employees.

Laura worked on the overall brand strategy and direction, including Assemble’s tone of voice, and key messaging. The brief was to create a brand identity that expressed the campaigning aspect and cultural relevance of the platform. Assemble’s tone of voice is purposefully unstuffy and enthusiastic while remaining engaging and opinionated. Carefully considered use of language helps the brand communicate in an open and conversational way across its various platforms. Diversity and inclusion are at the center of Assemble's foundation. Its core belief is that film and entertainment act as collective storytelling and shared witnessing and are essentially a force for good. Assemble is proud to champion all voices and represent all audiences in their work. This ethos inspired the tagline 'Admit all,' which became the brand promise.

We created a logo based on a traditional ticket stub, referencing the entertainment industry's experiential aspect and the egalitarianism at the heart of Assemble. We applied this principle across marketing collateral, website, and social content. We chose a versatile typeface, 'Anybody' - which by its very name underpins the accessibility of the brand's identity and culture. It's flexible enough to adapt to a variety of situations. From UltraCondensed to ExtraExpanded, the type set in Anybody can be used in many cases.

The vibrant colour palette suggests Assemble’s bold new vision, framing culture and representation as a catalyst for change. Rainbow brights appeal to a contemporary audience, bring new energy to public relations, and subliminally communicate inclusive ethos. By championing a more accessible and playful approach, the strategy and brand identity are designed to enable Assemble to bring exciting, inspiring and diverse perspectives to mainstream audiences. Laura’s new identity for Assemble will help promote the idea that culture is the catalyst that can inspire change and create social progress. 

“ The power of shared experience means that film, television and theatre can create an impact like no other art form, and this new visual language created by Laura - gives us an evocative and exciting glimpse into the impactful experiences that Assemble consistently creates. Working with Laura has been an inspiring joy - she has empowered us to look ahead with courage and excitement to future of inclusive Publicity ”