TL;DR:

A personal brand for a friend's political consulting venture.

When/Where

2020 - Chicago, IL

Role

Brand Identity Designer

Duration

2 Months

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Background

Austin Matheny, a close friend and classmate from my time at Notre Dame, started his career in campaign management for the democratic party of Indiana. After finding success there, he decided to start his own consulting company, and along with it, he needed a brand that reflected his values.

Process

We began by establishing priorities: Austin wanted a brand that felt modern, but timeless, and so I compiled recent and older imagery from various parts of the political landscape as well as the University of Notre Dame - a brand in which we both resonate strongly.

I proceeded to iterate on different concepts, eventually settling on a letterform I made condensing a Serif-based M and S.

Color + Typography

The color choices we made were primarily inspired by the cultural identity of the Rust Belt - solid, dependable colors that convey trust and security.

Typography had similar considerations, using the typeface that I made the logomark with as well as an additional for body copy for future collateral and digital usage.

The final product

I packaged up the final contents with the color, icon, typography guidelines into a brand identity packet for Austin, and he hasn't looked back since.

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