QAnon Brand Guidelines | Chip Shop Award Winner

(Note: This project was a parodical work of creativity. It doesn't reflect my opinions and emotions towards those spreading small-minded hatred, racism, and division.)

✒ The Drum's Chip Shop Awards are a celebration of pure creativity, an exclusive and prestigious award that is unique in that the work submitted does not have to be published, or even for an existing client. This has given rise to an award for wit, creativity and parodical cleverness. Retina/Transiris decided to enter this award in 2021, to challenge their developing Glasgow office which I had joined a month prior.

Amongst other ideas, we focused on a group of people for whom marketing was not a strong point - the American far-right. The challenge was to conceptualise and realise a brand guidelines deck for the political hate-group QAnon, complete with everything that a brandbook required - Tone of Voice, Colours, Visual Treatments, Logo Explorations - even a image repository (which led directly to a Google search for 'white supremacist').

This project was a great application of my branding skills; the subject was parodical but the content was approached seriously and with the same degree of professionalism as a real branding project.

The QAnon Brand Guidelines won a Chip Shop Award in the Best Corporate Identity category. After the award had been collected, we discovered that it's incredibly rare for a first-time submitter to win; over 95% of the award winners are long-time submitters.

Client: The Drum's Chip Shop Awards
Designer: Andrew Webber
Company: Retina/Transiris