YCC CAMPAIGN - 2020
Challenge
The goal of Carlos's campaign was to emphasize the positive ways in which his campaign was nontraditional and, accordingly, his creative brand and logo needed to embody him. He was running as an independent vice-presidential candidate which is very rare because YCC candidates normally have running mates. His reason for being independent was to enact new impacting change and so we wanted his visuals to reflect that.
Outcome
The outcome of this project was a visual branding guide, main logo, logo variations, and some assets. Carlos and the rest of the team were very satisfied with what I came up with because we felt we had struck the right balance between achieving a nontraditional design while still maintaining a recognizable campaign look that appealed to a broad audience.
Initial Brainstorming / Pitching to the Team
When we first started brainstorming, the team had not yet come up with a campaign slogan, but as we discussed gave me some keywords to work with such as 'future' and 'forward'. I proposed the idea of doing an unconventional color (in comparison to the near-ubiquitous blue or red) while maintaining a sans serif font that could counterbalance as a cleaner element. A lot of my scribbled ideas were intuitive and based on what I knew from meeting Carlos and what he wanted to accomplish with his campaign. In my following meeting with the team, my main aim was to gauge how simplistic they wanted the logos to be and what sort of motifs they were resonating with.
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Final Design
I ended up being inspired by the motif of a sunrise which we felt really resonated with Carlos's positive outlook as well as determination for change. It worked well with the sort of color palette we wanted which was something sort of unconventional. I chose a few shades of orange that could communicate a gradient, but we kept a complimentary dark blue that provided a more grounded and serious side. The chosen fonts also represented this balance. The main font used was Dazzle Unicase. The majority of the letters look like your typical sans-serif font, but I liked that the 'S' added a twist in the same way orange was an unexpected campaign color. The strength of this design, I feel, is how cohesive every choice is. Things were chosen, not only because they looked nice, but also because they reflected what I wanted to communicate.
