Not Optional

Brief
Not Optional is an Index Ventures-led campaign promoting European stock option policy reform to help the continent attract and retain the best tech talent. After five years the campaign has encouraged stock option policy reform across 11 European countries, with seven now matching or beating the US, where stock options have long been a bedrock of Silicon Valley. Backed by 500 European startup CEOs and founders, Index engaged us to rethink the campaign’s look, website and messaging to mark this success.
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Outcome
Starting with a refresh of the brand, we created a new logo and built on the campaign’s original blue and grey colours with dark and light green tones to breathe new life into the brand. The new website is contemporary and dynamic with animations to engage users and an interactive map that aids in understanding stock options across the continent. New contact forms were created to encourage startups and policymakers to join the campaign. 

Results
A website and content plan that celebrates five years of success, outlines what’s next, and was used as the hinge for a PR campaign seen across Sifted, TechCrunch, and Tech.eu.