Role
Lead Designer
Deliverables
Visual identity, trifold brochure, campaign mailer, handout brochure, yard sign
Softwares
Adobe Illustrator, Adobe InDesign, Procreate
This project involved designing a cohesive visual identity and campaign collateral suite for Alex Newman's campaign for City Council Position 3 in Edmonds, Washington. The materials aimed to communicate Alex’s leadership experience, commitment to community, and priorities around affordability, environmental stewardship, and public safety.
The design approach focused on clarity, trust, and local connection—balancing professionalism with approachability. A bold sans-serif type paired with a balanced blue-green palette created visual consistency across all materials, while high-contrast hierarchy ensured legibility at every scale, from mailers to yard signs.
Designing for the campaign meant working under tight deadlines and constant revisions—often making same-day changes on short notice. Collaborating with a team new to design required clear communication about why choices like negative space, readability, and consistency mattered. Balancing their focus on information density with the need for visual clarity meant continually advocating for design as strategy.
Handout Evolution and Strategy
After completing the initial mailer design, we revisited the campaign’s outreach strategy and determined that a traditional trifold brochure—while industry standard—was not the most effective format for how materials were being used in the field. Because most voter interactions took place through door-to-door canvassing and community events, we adapted the design into a mailer-style handout that matched the mailer’s size and layout.
This shift allowed for easier distribution, printing efficiency, and stronger brand consistency across materials. The new handout emphasized key priorities, endorsements, and contact information in a concise, highly legible format, maintaining the visual clarity and hierarchy established in the mailer. While the trifold remained part of the collateral suite for informational use, the handout became the primary voter-facing piece, blending strategic practicality with cohesive, professional design.
