Branding: POLITICAL CAMPAIGN 
Unterberger for
Wisconsin
Chris Unterberger is a return client from Adams-Friendship, Wisconsin. During his time in college, I created a brand guide for his then non-profit ‘Science Writers for Rural America.’
After getting his Ph.D. from UW-Madison and working as a science advisor at a law firm, he saw his hometown struggling to keep up with the changes in our world and wanted to do something about it.
After a few meetings about our values, his campaign priorities, and how we can make a difference in the world, I started designing the branding for his political campaign— including logos, a brand guide, printed collateral, and a website.
Color Palette
Chris has an education in organic science, and he’s running in a district with a rich history of farming and farmland. Taking this into account, we emphasized the importance of green and its symbolism for new growth, change, and neutrality in a country where politics are polarizing.
I wanted to explore colors that tied back to the region in addition to Chris’s background. Wisconsin ranks first in the nation for cranberries and snap beans for processing, and farmers also grow rye and sage.
The district is relatively traditional, so tying in some classic patriotic symbols of stars and stripes with blue being pulled from the Wisconsin state flag, was important in balancing the progressive and earthy greens.
“Wisconsin has a strong history of progressive values. In my heart, I know that we are a state that hopes to help
— not hinder — others’ advancement regardless of origin, belief, or race.”
— Chris Unterberger
Updating
old branding
When we started the project, Chris had a few digital assets he had been using to promote and communicate his mission. There was an established WordPress site that was mostly used as a journal and an outdated secondary mark for email signatures.
I gave both a refresh, by starting from scratch and building everything from the ground up so they would match the new brand guidelines.
WEBSITE
