Brand strategy, content strategy, art direction

pete buttigieg

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Pete Buttigieg is one of candidates for the 2020 Presidential race. Known as Mayor of South Bend, Indiana, he’s a millennial, a veteran, and the first openly gay presidential candidate. Hyperakt was approached to launch his presidential campaign. The result was a toolkit, open to use by the world to create their own designs to support Pete.

MY ROLE

  • Community management, brand strategy, content strategy, social media design.


THE CHALLENGE

Design a campaign for Pete that speaks to his roots and progressive politic, and that moves the nation to rally in support

What I did

Supported art direction and strategy for merch and social graphics. Implemented a social listening strategy to understand what graphics Pete’s audiences wanted to show their support. Then we created those graphics. Grassroots organizing meets design.


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INSPIRATION

The toolkit was designed to be a visual metaphor for Pete’s life. The logo is inspired by Jefferson Boulevard Bridge in South Bend, which Pete transformed into a modern public art work by installing an interactive light sculpture underneath. Visual queues from Pete were translated into fonts and brand colors, creating a brand for progression, the heart-land, and a bridge between the divides in the country.


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DESIGN MEETS GRASSROOTS

The key feature to the toolkit was empowering users to create their own graphics to share their support. The toolkit allows the user to make their own Pete graphics, with the ability to change color and graphic.


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HAND-LETTERING THE COUNTRY

Hyperakt brought together 15 artists to hand-letter state graphics, U.S. states, territories, and graphics that explored the personal story of each location.


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DESIGNING A UNITED FRONT

Once the Design Toolkit was released, we received hundreds of inquiries asking for specially made graphics for different Pete support groups. We responded by doing just that, creating a united design with Pete constituents across the country. As a result, graphics were shared wildly across social channels.


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FOR THE PEOPLE, BY THE PEOPLE

The most powerful aspect of the Design Toolkit is seeing the way people across the country have used the graphics to create stunningly creative renditions of their own. It’s why the toolkit was designed to tell Pete’s story, to reach into a human truth of kindness, courage, and bridging divides.

A family in South Bend  decorating their garage with the Pete logo.

A family in South Bend decorating their garage with the Pete logo.

Pins designed with #bootedgeedge by  FoGoGarty

Pins designed with #bootedgeedge by FoGoGarty


IMPACT

The presidential election is coming up next year. till then, the team pete brand will continue to grow. the design toolkit has been featured by fast company, mashable, under consideration, among others.