Mike Aspacher had held a seat on City Council for nine years, but he set his sights higher for the 2019 election. He needed to appeal to a much broader voter base in order to advance his career and win the position of mayor.
My team was tasked with creating an identity system that conveyed Aspacher's progressive politics without alienating his base of family-oriented voters over the age of thirty.
The new brand utilizes shades of blue evoking dependability and safety, recognizable Bowling Green imagery, and “loud and large” type treatments to grab voters' attention. The logo was developed with both horizontal and round variations that can be deployed across a wide variety of touchpoints, meeting voters where they are.