Who?

Lauren Underwood is an American politician and nurse currently serving in the House of Representatives in Illinois as a member of the Democratic Party. She is the youngest black woman to be elected to Congress. This is a partnership with the Wethos.co team where I lead the branding and merch shop designs.

Why?

The campaign team is gearing up for re-elections in 2020 and was looking to refresh their brand and create a fun merch shop that will entice Millennials to donate to her campaign.

Audience

(Provided by Lauren Underwood’s Campaign Manager + further developed by Ashlee Sang, who ran strategy on the Wethos team)

- Middle-aged women from her district
- Liberal millennials nationwide

Brand Personality

Hardworking
Authentic
Competent
Friendly
Confident
Bold

Design Direction

Finding the balance between “Mid-West-approachable” and “bold-Millennial” styles, we modernized the existing logo, strengthened the color palette by adding in Lauren’s signature “Kelly Green” color (@laurencoat), and creating bold, engaging designs to delight her audience.

Results

Beyond just a logo refresh, we created new social media templates, new print materials, and a brand new merch shop with tees, totes, and pins for friends of the campaign to show their support.
See the shop website ——>