Challenge

The campaign faced three primary challenges:

• Crafting a visual identity that balanced femininity with strength and leadership.

• Incorporating South Carolina iconography into the design.

• Ensuring the brand stood out among other progressive candidates in a crowded field.

Discovery & Research

The process began with a discovery call to align on campaign goals and values. Research followed, focusing on progressive candidate branding and unique South Carolinian cultural elements.

Mood Boards

My team and I compiled mood boards with color palettes, typography, and visual styles. These were presented to the client for feedback, refining the direction for the brand.

Logo Design

Starting with black-and-white drafts (see below), we honed in on the logo’s form and composition. Once a direction was finalized, I introduced a vibrant gradient to symbolize energy and transformation. South Carolina’s crescent moon and palmetto symbols were incorporated as accents, connecting the brand to the state’s identity.

Brand Development

After finalizing the logo, we created a comprehensive brand guide, which included: Primary and secondary logo versions, typography and color palette guidelines, and gradient textures and graphic elements.
These assets were delivered in digital, print, and vector formats, alongside explainer sheets for each element.

Launch Ads

I designed several launch ads, leveraging the new brand identity to introduce Mia’s campaign. These templates ensured consistency across digital and print platforms.

Results & Impact

The branding positioned Mia’s campaign as a standout in South Carolina politics. The logo earned Best Logo - Democrat at the 2022 Pollie Awards, demonstrating its effectiveness. Both the campaign team and voters praised the brand’s balance of femininity and strength.

Role & Responsibilities

As a designer on this project, I:

• Conducted research and aligned the visual strategy with campaign goals, working with the campaign.

• Designed the logo, color palette, typography, and gradient textures.

• Delivered a comprehensive brand guide for multi-platform use.

• Created launch ads to debut the campaign’s visual identity.