European Movement: Rebrand

Ten years on from the Brexit referendum, we repositioned and rebranded the European Movement UK. Founded in 1949, with Sir Winston Churchill among its founders, EMUK champions a UK connected to Europe. With 60% of Britons believing Brexit had failed, the national mood had soured into backward-looking resentment. EMUK’s brand was stuck there too, caught up in divisive argument.

We challenged EMUK to leave B****t behind and banned the B-word. In its place came a brand and language built on hope and optimism, confidently declaring a ‘Belief in the UK in Europe’. The campaign launched at a Westminster event. As of November 2026, more than 70% of the British public support a closer relationship with the EU.