Getting Presidential
—and Getting Swiped

In the 2016 presidential race, many voters found themselves between a rock and a hard place. And with a collection of candidate brands that mostly missed the mark, we asked ourselves what the power of brand could do for an independent candidate. Taking our personal politics out of the equation, we spent just a couple weeks developing a spec brand system for Gary Johnson, an adventurous Libertarian that held both blue and red ideologies. We thought the result was pretty successful—as did Johnson’s campaign staff.

ART DIRECTION

DESIGN

To represent Johnson’s centrist position, the purple logotype was set within headlines and split by red and blue.

The tone of voice was designed to be direct and concise, putting Johnson’s position on important issues front and center.

Beyond out-of-home ads and the campaign website, we explored how the brand could be applied to merchandise. The carabiner was a nod to Johnson’s adventurous spirit.

And then our spec campaign was swiped.

So, we provided the brand guidelines.

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