A candidate has to be everywhere a voter looks. Most shops do one format well and farm out the rest — and the brand drifts a little each time it changes hands. This campaign ran the opposite way: one identity, executed consistently, across every physical touchpoint a voter could see.
A serious campaign needs a billboard, a yard sign, a bus-stop ad, and a t-shirt to all look like the same candidate — not four different logos loosely inspired by each other. Most campaigns end up there anyway, because no single shop wants to own billboards AND apparel AND signage.
David Hunter's campaign needed one team that could hold the line on the brand no matter what it was printed on.
"Faith. Family. Community." carried the same type, color and photography treatment across large-format billboards, bus-stop ads, yard signs, banners, t-shirts, and even event tablecloths — so a voter who saw the billboard on their commute recognized the same candidate on a yard sign, a t-shirt, and a mailer.
Billboards and bus-stop ads sized and composed for a passing glance at speed.
The neighborhood-level presence every local race still runs on.
T-shirts that turn volunteers and supporters into walking billboards for the name.
Tablecloths and table displays that carry the same brand to every meet-and-greet.
A campaign that looked like one candidate, everywhere — from a highway billboard down to the shirt on a volunteer's back.
Voter