YesCymru is an organisation dedicated to increasing support for Welsh independence. bak was tasked with growing the movement by collaborating with their secretariat to produce compelling copy and visuals within their existing brand guidelines. Bak delivered a complete package of branding, design, content and media management across all platforms. 

This was a highly challenging brief, at the frontline of seismic political shifts in the UK, effectively managing all communications needs both external and internal for what at the time was the fastest growing political movement in Europe. It was an extremely high pressure environment that required agile and dynamic responses to changing events as the political landscape shifted during the pandemic.

One of our principal achievements and legacies was the redesign of the website to give a smoother user journey and alter the way in which the organisation communicated with members. Revenue for the organisation from merchandise sales, membership and donations nearly doubled during 2021 thanks to small tweaks made to internal communication such as a redesign of the bilingual newsletter to make it more accessible and inclusive and overhaul of email templates.

During the period from April 2020 to April 2021, YesCymru membership grew from 2,000 to a staggering 19,000. A growth which made it the fastest growing political movement in Europe at the time. A major marker of success was that the Electoral Commission of England and Wales recognised Independence as an electoral issue for the first time in Wales.