There were two phases that incorporated different identities: the Senator's re-election campaign and his tenure as the Florida Senate Minority Leader. For his campaign, the new identity consisted of a refreshed logo, merchandise, mailers, and signage, contributing to a decisive 16-point win — the largest of any Florida Senate Democrat in 2024.

Following the Senator's designation as the Leader of the Senate Democratic Caucus, his brand adopted a more formal tone, featuring darker colors and serif typography. We moved away the campaign branding and embraced a new style that would define the Leader's messaging.

One of the more exciting projects was the development of a personalized challenge coin. It includes a gold-plated Florida Senate Seal on the back, a feature that was unique among other Florida Senate challenge coins. Projects that were more logistically complicated, such as the Leader's State of the State response, were executed with careful coordination and attention to detail, despite serious time constraints.

It is an honor to support one of Florida’s most authentic and principled leaders — a true independent at heart, driven by the commitment to leave his community better than he found it. I am proud to help him communicate that vision to his constituents and the state of Florida.