South Bend mayor Pete Buttigieg’s campaign for the Democratic nomination in 2020 has gotten a lot of attention in recent weeks. I’m not yet picking a favorite in the race, but he’s certainly a compelling candidate, and an openly gay major party candidate is a first worth celebrating.
What I seek to direct your attention to today, however, is unrelated to politics or policy. It’s this branding site put together by his campaign. This is strong identity work. Just check out these per-state graphics, each of them hand-lettered with full credit given to the artists. This work is distinctive, attractive, and strikes me as pitch-perfect for Buttigieg’s personality and tone. It fits, which is a very hard thing to get right.
★ Wednesday, 17 April 2019