SPIN
The governments response to Covid-19 has been questioned from the very start up until now, over a year later. From lockdowns, to the NHS funding, to a condemned test and trace system, the governments reaction to the Virus has been criticised thoroughly throughout, whilst being covered up by strategic communications from 10 Downing Street looking to praise the NHS with claps and conceal a flawed test and trace system by deeming it ‘world beating’.
The public information briefings that occurred at about 5 pm each day from Downing Street during the first lockdown in spring and summer of 2020 were episodes in propaganda straight out of the wartime playbook, using strategic communications aimed to manipulate the public and shield them from the truth.
Concept
Spin encapsulates all aspects of the governments response which was ridden with propaganda, whilst being disguised as a sports lifestyle brand. The brand illustrates how easy it is to be manipulated and shielded from the real truth, using Boris’ announcements, wartime propaganda, maps of countries most effected by Covid and more all disguised as the brands visual identity.
The visual identity and everything about the brands aesthetic stems from the governments actions, from the logo, to stickers, to imagery, to copywriting all seems in line with the familiar designs we have become accustomed to seeing from a sports brand. All with the aim of looking easy on the eye and drawing viewers in, shielding them from what the brand really stands for, similar to the way the government have used propaganda in their Covid briefings and statements.
The Release
The brand builds up to the 21st of June 2021, the date of an ‘upcoming release’ for the brand, which is in-fact the date of the end of lockdown in the Uk, another Covid reference hidden away within the branding. The day of the 21st is actually a release date for the real reason behind the branding and where it all came from.
