The hand-painted elements were inspired by protest signage. Imagine someone scrawling on a sign for the first time: it’s imperfect, yet energetic. We augmented the hand-painted “Wu!” mark with supporting imagery taken from historic activism and marches in the city.
We showcased the real people that will carry her into the mayor’s office, no stock photography allowed. So in the height of the pandemic, we organized our first-ever socially distanced photoshoot of real Bostonians. Her supporters are the movement.
The old-school way of thinking about brand is policing and protecting what you’ve built. We made an open-source identity, with most of the design elements available in the brand toolkit we created for her supporters to use and remix. And remix they did! We didn’t see the potatoes coming though.
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