Establishing a campaign identity and social strategy for an aspiring NYC Councilwoman.
We began by redesigning the campaign logo so it was more compact in print pieces and legible on mobile devices. It was important to pass the “squint-test” to maintain recognizability while imbuing the brand with professionalism and legitimacy.
The campaign had already commissioned a beautiful mural by a local artist that was being used throughout the website and collateral. We used this artwork as the foundation of the entire brand to formalize the tone, color, and illustration style in a set of brand guidelines to centralize the campaign visual identity.
Our strategy involved using bright color, big typography, and hand-drawn touches for brand warmth and authenticity. We developed social media templates and a growing library of illustrations and icons that could be easily used by the campaign to develop posts at a moment’s notice.