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Michelle Wu for Mayor of Boston

Grassroots Toolkit for the future of Boston

Michelle Wu is a mom, a daughter of immigrants, and a fierce believer that we can solve our deepest challenges through building community. As Boston’s progressive mayoral candidate, she has plans for a city-level Green New Deal, fare-free transit, and closing the racial wealth gap in the city. We were honored to take on her campaign identity and craft it with her supporters in mind. We captured their energy to meet the urgency of the moment through the campaign's identity and design system.

What We Did

  • Branding
  • Strategy
  • Design System
Hero image for this case study

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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