Campaign Brand & Event Activation
Unify Rally
In collaboration with Auckland-based agency For Purpose, I developed the brand identity for the Unify Rally. The event was held as part of the Health Not Handcuffs campaign created for the NZ Drug Foundation in response to the Cannabis Referendum in 2020.
A bold and unapologetic stand-alone event—designed for protest. The brand captured a sense of bravery and defiance, perfectly aligned with the campaign’s message. I created the full suite of materials, including outdoor advertising, a social media campaign, event design, and a website, all working cohesively to amplify the cause.
Project roles
Brand development
Event design & signage
UX/UI design
Digital & large format advertising
Marketing & print collateral
Illustration
Through the branding, organising and hosting of Unify Rally at the Auckland Town Hall, we were able to help bring advocates together, equip them with necessary resources and inspire them to continue the fight, with the help of a few well-known faces from Aotearoa. Towards the end of the campaign, we worked to actively and urgently push our message to an even wider audience. Supporters were encouraged to show their support publicly, to run stalls at markets and to pursue conversations with those who might disagree, both on and offline.
The “Yes” vote narrowly lost the referendum. However, a huge number of kiwis (1,406,973) voiced their support for evidence-based drug law reform, which is no small feat. We are immensely proud of the campaign we supported and the mahi we did to encourage thousands of people to take action in support of more compassionate and safe drug laws.
Unify Rally
Auckland Town Hall, September 2019
