Branding & Communication Strategy
Case Study: The Only Way is Ethics
The Only Way is Ethics was an 8-day festival of ethics that took place across Glasgow in 2015. Its aim was to generate a city-wide conversation, by asking the question, ‘How can ethical thinking make Glasgow a better place for all?’ I was commissioned to manage and develop the entire festival from scratch, a role that encompassed strategic and operational management, as well as all aspects of communication and design.
Positioning & Messaging
The festival was conceived as a space for positive, open-minded engagement, where different points of view would be welcomed and respected. I designed the question mark / heart device at the centre of the logo to convey this message. The sketch above was my first rough drawing of the marque.
Brand Application
The festival’s inclusive message and the breadth of its subject matter were also projected through my designs for collateral materials. These included posters, flyers and display material, as well as the festival website, which was built by long-term associate Scott Savage. I also brought in Mike Ritchie Media to handle press and media.
Engaging Different Audiences
The festival brought together a wide range of organisations and individuals – each with their own distinct take on ethical thinking. Participants included The Chartered Institute of Procurement & Supply, Chemikal Underground Records, Clydeside IWW, The Common Weal, The Glad Cafe, Glasgow Caledonian University, Glasgow Women’s Library, Greencity Wholefoods, The Kinning Park Complex, On the Corner Community Centre, Mischief La-Bas Performance Company, Mitchells Roberton Solicitors, Murray Associates Accountants, Project Ability, The Soil Association, Spirit of Revolt, Strathclyde Vegan Society, Stereo Cafe Bar, Toonspeak Young People’s Theatre and The University of Glasgow.
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