← Back to overview

Merging two parties into one progressive movement

Progressief Nederland — Campaign, Event Design, Identity, Motion

The Challenge:
Merge the Netherlands’ two leading left-wing parties, the Social Democrats and the Greens, into a single progressive movement. The new identity had to balance heritage and change, unite diverse supporters, and provide a lasting symbol for the future of the Dutch left.

 

The Strategy:
Create a brand with two layers: a clear political identity and a deeper cultural layer that fosters belonging, participation, and shared ownership. Inspired by sports fan culture, the goal was to build not just a party, but a movement people actively want to be part of.

 

The Solution:
We developed a flexible visual system inspired by heraldry and symbolism, connecting local chapters, supporters, and national campaigns through a shared identity. Designed for participation as much as communication, it works across activism, demonstrations, campaigns, and social media.

Launch campaign

To introduce Progressief Nederland, we developed a campaign around the simple idea: not being against things, but being PRO. We turned it into a communication system manifesting the party’s values. PRO Future. PRO Education. PRO Environment.

Graphic system

We created a visual system inspired by the flags and coats of arms of the Dutch provinces. Drawing from the traditions of heraldry, we developed a pattern system using the visual principles of sport, where symbols, colours and patterns become expressions of collective identity.

Credits:

Strategy and Narrative – David Snellenberg
Art Direction and Narrative – Emilio de Haan
Event Director – Xander Straat
Production – Maikel van der Laken
Film Director – Bram Schouw (Bonkers)
Music – Niels den Otter (Audentity)