A first-time candidate needed branding for an upcoming political campaign.
Create a brand that can be used across all types of media:
- Printed literature
- Social media
- Lawn signs
Working directly with the candidate, I helped establish a color palette that reflected her personality, Latina heritage, and her position on the political spectrum. She began by picking out palettes she found on Pinterest and Canva. Later, I refined these into a simpler selection. I also ensured that these colors were balanced for accessibility, and would work well both on screen and in print.
Drawing inspiration from other Latina candidates, several branding concepts were put together using the selected colors and a variety of typefaces. These were quickly mocked-up using Google Drawings.
Because the candidate was known for her creative leadership, and because she would be known as the first non-white city official, I decided to add two symbolic styles to her brand:
- An arc represents “out-of-the-box” thinking.
- The candidate’s photo always crosses the arc. This represents breaking through barriers or glass ceilings.
I also designed a circular emblem of the candidate’s Á which worked well as an icon. It was used for election pins and online account badges. Later, I used After Effects to animate the circular emblem unfolding into the full branding for video media.
When the candidate ordered apparel, she chose two stock colors that the vendor carried. It wasn’t until the items arrived that she realized that they didn’t match her campaign branding.
Luckily, they were complimentary colors! Thinking fast, I incorporated the two new colors into the brand palette in a balanced, pleasing way.
I created several variants of this branding for various applications. When paired with high-quality photography, the brand has excellent impact and instant recognition.
No matter the medium, it has worked well for multiple campaigns since 2020.