Not Optional

Brief
Not Optional is an Index Ventures-led campaign advocating for stock option policy reform across Europe. Over five years, the campaign has driven change in 11 European countries, with seven now matching or outperforming the US – where stock options are a cornerstone of Silicon Valley's success. Supported by 500 European startup CEOs and founders, Index engaged us to revamp the campaign’s branding, website, and messaging to celebrate these achievements and build momentum for the future.
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Outcome
We began with a brand refresh, designing a new logo and enhancing the campaign’s original colour palette to inject renewed energy. The new website is modern and engaging, featuring dynamic animations and an interactive map that enables the understanding of stock option policies across Europe. Updated messaging and custom contact forms were developed to encourage startups and policymakers to join the campaign.
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Results
The result is a website and content plan that celebrates five years of impact, sets the stage for what’s next, and served as the foundation for a successful PR campaign featured in Sifted, TechCrunch, and Tech.eu.