BrandING & Website Launch

Creative Director and Designer

In 2023, Adam Hollier launched his bid for congress and reached out to my team to develop an impactful brand and launch website the represented his personality and goals for Michigan’s 13th District.

Brand Personality

  • Athletic and energetic branding to mirror Adam's personality and interests

  • Modern and unique approach that is specific to Adam, while still incorporating political design conventions

  • Elements inspired by Adam's military background

  • Streetwear-inspired design elements

Approach and Process

For all my political clients, I follow a few steps to get a deep understanding of their personality, campaign goals, and the area they are going to represent. Before any design work began, the following had to happen:

  • Conduct a client interview to give the client’s team an opportunity to go in-depth about Adam’s political journey, interests outside of politics, what he likes in design, and what is at the core of his campaign strategy.

  • Independent research on other candidates he aspires to, his fellow running mates, and the area he represents. I pulled examples of interesting design solutions from the political space and collected imagery of the district.

  • Discussing existing brand elements and asking the client what they liked about their previous campaign’s logo and social elements, as well as what didn’t work and where they’d like to see change.

Creative Goals

Bold and distinct look:

  • Use of strong, contrasting colors that relate to Adam’s progressive goals

  • Solid, bold shapes to emulate strength and a steadfast personality

Adam should be represents as trustworthy:

  • Incorporate elements inspired by Adam's military background

  • Use imagery that highlight how he’s a dedicated father

Active, forward-thinking personality:

  • Use of dynamic, energetic design elements

  • Create a sense of movement and forward progress

moodboard

TYPEFACES

This palette features warm fall hues and soft, faded tones to evoke a rustic, vintage charm. This palette is inspired by the timeless comfort of the harvest season and homemade meals. I’ve included an even mix of different tones to give the brand flexibility while still maintaining ADA compliance.

The Palette

Adam's brand used Democrat blue and a military-inspired gold as the main colors, with red, white, a lighter blue, and parchment as supporting hues. We chose these colors to evoke a patriotic sentiment and give a nod to local sports teams. The supporting colors gave plenty of options for ADA compliance, while the key colors are ultra bright to add some energy to the brand.

TYPEFACES

The solidly built Shuttleblock logotype with its chamfered edges echoes the font style found in the U.S. Army logo and is a perfect homage to Adam’s military service. We paired it with the friendly, rounded Nunito Sans for body copy — it’s legible and softens the design a little. For headings, we used Merriweather to give a buttoned up but modern look to callout text.

Adam’s Logo Is inspired by forward movemenT.

Adam's brand draws inspiration from his athletic pursuits and reflect his energetic and driven approach to leadership. It incorporates elements of Detroit's dynamic, angled architecture and military-inspired details. The logo embodies his commitment to advancing key initiatives with vigor and determination.

The Website

Like his logo, Adam’s website need to feel vibrant and bold. We broke down his home page into colorful blocks for easier navigation and to better highlight the main goals of the site: list growth, donations, and a showcase on Adam’s story. Layering images and cutting them into dynamic shapes that echo his logo helped add energy to the design.

Final Notes

Adam launched with a bold and bright brand center around the idea of forward progress. This web and branding project helped to frame Adam’s goals for Michigan’s future with an optimistic and confident design approach.