A political party with local and national presence
DAM, Branded Templates
D66, or Democrats '66, is a Dutch social-liberal political party, progressive and democratic in nature. D66 has been in the House of Representatives since 1967, where they currently have 24 seats. Also, D66 is active in 291 municipal councils, in all provincial councils and the European Parliament. Moreover, D66 is also a member party with more than 27,000 members.
Political parties must also remain visible in the changing media landscape in which both offline and online presence is important, D66 noted. The party has grown strongly in recent years, and as the party gained more members and departments, the number of requests for communication materials in the corporate identity increased. Also, there was a greater need for personalized and localized content from members and departments in municipalities and provinces.
Unfortunately, there was little knowledge of the corporate identity among the members, which caused inconsistent communications that were not in line with the national message. Besides, they needed design programs to create content, which is difficult to use and time-consuming. The national expressions of D66 were not local enough, but the use of graphic designers for local expressions took too much time.
D66 was searching for a solution in which:
"The best about working with Marvia is that departments can show their individuality but still emerge as a unit."
Marvia fulfilled all of D66's wishes by developing a tailor-made Brand Portal, completely styled according to D66's brand identity. The Brand Portal consists of Marvia's Digital Asset Management system and Branded Templates and is accessible to all D66 (chamber) members and departments spread all over the country.
D66’s Brand Portal is now home to all D66 members and departments. All materials are always and everywhere accessible so that users are always able to reinforce D66's message. Because all content can be created in a recognizable D66 style, everyone contributes to the national message of D66. Without always communicating the same, there is unity among departments and members.
During the parliamentary elections of 2021, all D66 candidates could design and distribute their own posters, flyers and social media posts using the templates. Besides, it was also possible for the departments in the provinces and municipalities to support the national story with localized content on, for example, social media. Thanks to the Brand Portal, it is possible to make all municipal factions completely independent and supplement D66 nationally for the municipal elections of 2022.
Because it is possible to send e-mails to users and display pop-ups in the Brand Portal, D66 can easily activate its users when, for example, new images, templates, or possibilities are available in the portal. With success: the brand identity of D66 was changed in 2020, and with the help of Marvia, there were no longer expressions in the old corporate identity within two weeks. Also, users are very enthusiastic about using the Brand Portal: "Users also often share new content that they have created in the Brand Portal with other members or departments, to make them enthusiastic about doing the same," Robbin van Pelt says.