Assemble PR: Empowering Representation in Film & Entertainment Publicity
Championing Diversity Through Branding and Design
Project Overview
In 2020, Stu Oakley, a seasoned film publicist with a Star Wars, Avengers, and Harry Potter portfolio, founded Assemble, a collective committed to mentoring and elevating BAME and LGBTQ+ talent in the film and entertainment publicity industry. With the industry facing stark disparities—92% of UK PR professionals are white, BAME representation in film PR is a mere 3%, and over 50% of trans employees conceal their identity for fear of discrimination—Assemble’s mission is to champion inclusion and open the door to broader representation.
The Brief
The challenge was to create a brand identity and digital presence that reflected Assemble’s bold vision while celebrating its inclusive ethos. The branding needed to embody Assemble’s belief in film and entertainment as collective storytelling, a force for good that resonates across diverse audiences.
Strategic Approach
Working closely with Stu, Laura developed a holistic brand strategy encompassing tone of voice, messaging, visual identity, and digital collateral. The aim was to capture Assemble’s campaigning spirit, cultural relevance, and sense of accessibility.
The brand’s tone was crafted to be conversational yet opinionated—unapologetically enthusiastic while retaining a professional edge. This approach was critical in creating an open dialogue with Assemble’s diverse audience, empowering them to see the entertainment industry as a space for all.
Design Highlights
Logo and Tagline
The logo takes inspiration from the classic ticket stub, symbolising the experiential nature of entertainment and the inclusive spirit of Assemble. Paired with the tagline “Admit All,” it reinforces the brand’s promise to champion diverse voices and perspectives.
Typography and Colour Palette
A versatile typeface, Anybody, became the cornerstone of the brand’s visual identity. Its adaptability—from UltraCondensed to ExtraExpanded—mirrors the flexibility and openness of Assemble’s ethos. The vibrant rainbow-inspired colour palette injects energy, appeals to a contemporary audience, and subtly conveys Assemble’s inclusive mission.
Collateral and Website
The design system extended seamlessly across Assemble’s website, social media, and marketing collateral. This cohesive visual language underscores Assemble’s role as a modern, dynamic force for change in the publicity landscape.
The refreshed identity positions Assemble as a beacon of inclusive publicity in film and entertainment. By celebrating diversity and encouraging fresh perspectives, the brand underscores its belief that culture is a catalyst for meaningful social change.
"The power of shared experiences means that film, television, and theatre can create an impact like no other art form. Laura’s new visual language gives us an evocative and exciting glimpse into the impactful work that Assemble consistently creates. Working with Laura has been an inspiring joy—she has empowered us to look ahead with courage and excitement toward the future of inclusive publicity.”
Assemble’s new identity elevates its mission and inspires the broader industry to embrace representation as a fundamental value.
