In early 2022, I collaborated with the Charlie Crist for Governor campaign to develop a unified brand identity—one that conveyed the candidate’s experience while introducing a refreshed, optimistic look for his statewide message.

After Governor Crist announced his running mate, I was asked to revitalize the campaign’s logo. The original design leaned toward a traditional aesthetic, reflecting the candidate’s long history in public service. The updated version introduced contemporary elements — including a refined typographic contrast to highlight the running mate’s name (and youth) — while retaining the signature star in a more modern form.

Following the new logo, I collaborated directly with the campaign team to conceptualize and produce creative assets for several statewide visual initiatives, including:

• Large-format billboard advertisements
• A full campaign bus design
• Branded merchandise for events and outreach

The campaign’s refreshed brand identity, following the candidate's nomination win, was built on a balance of traditional and contemporary aesthetics, honoring Charlie Crist’s established presence in Florida politics while projecting a revitalized and energetic image for the general election.

Our work focused on creating a design language that felt trustworthy, optimistic, and approachable — qualities that translated seamlessly across digital, print, and large-format media.

All the campaign’s visuals — from billboards to social media to printed materials — were consistent and cohesive across Florida, a key aspect that is often difficult for political campaigns to maintain. The updated logo and identity became central to the campaign’s storytelling, strengthening recognition and supporting voter engagement throughout the election cycle. It was a pleasure working with former Governor Charlie Crist.