Political Campaign Branding - Will Rivera for Oneonta
Crafting a clean, dynamic campaign identity that balances local leadership with vibrant Puerto Rican heritage
The Challenge
Will Rivera, a dedicated candidate for Town Supervisor in Oneonta, NY, was re-entering the race and needed a visual identity revamp. He wanted to step away from traditional, cluttered political graphics in favor of a brand that was simple, clean, and highly impactful. A central priority for the campaign was to authentically reflect his Puerto Rican roots through the design language, ensuring the brand felt personal, culturally resonant, and distinct.
The Solution
I designed a modernized, comprehensive logo library that communicates approachability and civic trust. To honor his heritage, we developed a vibrant, custom color palette that subtly nods to Puerto Rican culture, allowing his campaign materials to stand out instantly. Recognizing the need for an adaptable system, I expanded the visual identity across multiple touchpoints, delivering core campaign stickers, inclusive Pride Month logo variations, and an ongoing suite of dynamic social media templates and merchandise.
