70 YEARS 70 STORIES
Building a living archive of people and connection through a year-long campaign – British Council, Pakistan
A year-long campaign celebrating 70 years of the British Council in Pakistan, highlighting the impact of its work through a commemorative book, documentary, events and high-profile visits.
OBJECTIVE:
Design a year-long campaign to commemorate the British Council’s 70 years in Pakistan, using a special logo created by the global brand team. Engage audiences and stakeholders through storytelling, events and digital content that showcase the organization’s cultural, educational and social impact over seven decades.
SCOPE:
Branding
Print and Digital Collateral
Event Branding and Production
Internal Communications for South Asia and UK
IDEA:
The campaign is centred on storytelling and celebration. A repeating “70” pattern forms the foundational visual system, representing collectiveness and shared ambition across generations. Interlocking squares reinforce the idea of unity and convergence, reflecting how diverse stories come together under one legacy.
To provide historical context, a stamp-inspired graphic device was introduced for “A Journey Worth 70 Years,” evoking archival memory, official record-keeping and messages carried through time. This element anchors the campaign in history while reinforcing the idea of cultural documentation and continuity.
EXECUTION:
Coffee Table Book:
70 Years, 70 Stories features interviews with 70 individuals whose lives were shaped by the British Council including alumni, teachers, athletes and cultural contributors. The book captures seven decades of educational and cultural impact through personal narratives.
Documentary:
A Journey Worth 70 Years, produced by Sharmeen Obaid Chinoy Films, explores the British Council’s legacy through diaspora stories. It was screened across Pakistan and later featured all across UK from Edinburgh to London.
Events & Experiences:
High-profile visits including the Prince and Princess of Wales, the Mayor of London and leading figures from literary, sports and cultural sectors
Royal Air Force Red Arrows air show in Karachi
Cricket sessions with children from the DOSTI program
70 Years, 70 Stories Book launch and documentary screening at Governor House Sindh
Home 1947, an immersive installation and exhibition by Sharmeen Obaid Chinoy exploring the Partition of the Indian subcontinent
The campaign created a cohesive narrative celebrating the British Council’s legacy, combining print, digital and experiential touchpoints with strong public and media engagement.
IMPACT:
Strengthened the British Council’s brand and public recognition in Pakistan
Reached an audience over 25,000 through events, screenings and publications
Engaged high-profile participants, including authors, celebrities, sportspeople and dignitaries
Highlighted seven decades of cultural, educational and social impact in Pakistan
Covered by all major news channels newspapers in Pakistan, UK and worldwide including BBC News, Sky News, CNN
Special Mention:
HRH Queen Elizabeth sent a personal letter to British Council staff marking the occasion.
A Journey Worth 70 Years - Documentary
CREDITS:
Brand Designer: Wajeeha Abbasi
Team: Marketing and Communications, led by Sharmeen Peshimam, Head of Marketing, Global Brand Team
Documentary - A Journey Worth 70 Years Credits: Sharmeen Obaid Chinoy, SOC Films
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