Assemble PR: Empowering Representation in Film Publicity
Championing diversity through branding and design
A story told by all voices is stronger, richer, and deeply human. This belief sits at the heart of Assemble, a collective founded by Stu Oakley—the film publicist behind Star Wars, Avengers, and Harry Potter—to mentor and amplify BAME and LGBTQ+ talent within the film and entertainment PR industry.
With UK PR remaining starkly homogenous—92% white, only 3% BAME representation, and over half of trans employees concealing their identity—
Assemble was born out of urgent necessity: to disrupt inequality and champion authentic storytelling.
Brief
The challenge: Craft an identity and digital presence that celebrates Assemble’s inclusive vision and bold commitment to diversity.
capturing the transformative power of collective storytelling.
Approach
Working collaboratively with Stu, Laura developed a unified strategic approach: a distinct tone, thoughtful messaging, and visual clarity to
articulate Assemble’s campaigning energy and cultural resonance.
The voice, conversational yet confident, enthusiastically challenges assumptions while remaining professionally compelling. It creates an inviting dialogue, positioning Assemble as an open, empowering presence in the industry.
Design Highlights
Logo & Tagline
The logo draws from the symbolism of a cinema ticket stub—a universal symbol of shared experiences. Paired thoughtfully with the tagline,
"Admit All," it avows Assemble’s ethos, clearly, and with conviction.
Typography & Colour
The typeface "Anybody" embodies Assemble’s spirit of openness—versatile, expansive, adaptable. Its fluid forms, effortlessly ranging from UltraCondensed to ExtraExpanded, represent inclusivity and accessibility. A vibrant rainbow palette reinforces the brand’s joyful, diverse heart.
Collateral & Website
This cohesive visual language seamlessly carries across Assemble’s digital landscape, from its website to social media, capturing the collective’s vitality and positioning it as a dynamic voice for change.
Assemble’s refreshed identity now clearly expresses its essential message: meaningful cultural change arises from stories shared by everyone.
"The power of shared experiences means film, television, and theatre create impact unlike any other art form. Laura’s visual language beautifully expresses the powerful inclusivity at the heart of Assemble. Her thoughtful design inspires courage, confidence, and an unwavering commitment to representation."
This new identity isn’t simply branding—it is a confident declaration that culture thrives when every voice is heard.
