We often talk about the “power of design” to do many things … to cause action, inspire, inform, or educate. This logomark had to do all these things and more. Christine is a well-known figure in the community but she needed a logo that communicated her platform, her approach to the voters and the 12th district. This design needed to work on campaign road signs, letter, banners, t-shirts, print and digital ads … and, of course, the ubiquitous campaign button! (Our studio became unofficial Campaign HQ for a day — when we cranked out hundreds of buttons in-house, in order to meet a tight campaign deadline.)
We developed a design that works strategically and aesthetically across platforms. We started with one of Christine’s core beliefs – that she is “voice of her constituents” — and graphically combined the state of Connecticut and a talk bubble to represent the need for political conversations in the state. There were a few other interpretations of this element. For example, some saw a “heart beat monitor” — that Christine represents the pulse of the community. Others saw a ballot box “check mark” — that Christine encourages voting and voters.
Mixed messages? No! Every interpretation was spot-on with Christine’s messages of inclusion, voice and proactive governing. This is what happens when design is rooted in solid strategy and fundamental principles. People may feel it and respond to it in different ways, but there is shared understanding of message and purpose. Win, win!