The Ask:
Create a brand identity for a political candidate - Susan Wassername. Susan is campaigning to be re-elected to the Toronto Board of Education
DESIGN EXPLORATIONS & LOGO DESIGN
MOOD BOARD #1 - SUSAN THE RIVETER
This mood board is a modern take on the punk rock aesthetic. The main colours I’ve used are red, yellow, blue, black, and white. The textures that are used are very grunge-y and resemble torn paper. The mood I wished to establish is loud, brash, and raucous. Words like ‘strong, empowered and punk’ further convey the unapologetically bold design sensibility that would be the tone of this campaign. The music reference I’ve chosen is ‘Sheena is a Punk Rocker by The Ramones, as I feel this song best represents the kind of mood I was looking to convey with this design.
MOOD BOARD #2 - NEON FUTURES
This mood board is inspired by the cyberpunk aesthetic, retro 80s, galaxy-inspired, futuristic style. I mainly used the neon tones of blue, teal, pink, yellow and white. I also included some icons that conveyed a feeling of futurism and technology. Words like ‘Neon, future and progress’ convey the kind of tone that would match the cutting-edge sensibilities of this campaign. The music reference I have chosen is a synth-wave track by Home called ‘Hold’ which expresses the kind of vibe I wanted to convey with this design.
MOOD BOARD #3 - MARBLE GOLD
This mood board is inspired by marble and metallic textures, which conveys a feeling of warmth, elegance, and femininity. The main colours I used are pink blush tones, rich maroons, and baroque gold. There are also autumnal, geometric, and floral patterns that showcase the ‘feminine, energetic & delicate’ design sensibilities of this campaign. The music reference I’ve used for this design is the track ‘Dog Days Are Over by Florence and the Machine, as this track best conveys the type of mood I wanted for this mood board.
BRAND GUIDELINES
RADIO SPOT & MANIFESTO
Created by Sue De Cal, Ram Topacio & Connor Szabo
