Tulsi 2020 Branding
I no longer support Tulsi Gabbard, but this project was a rare glimpse into how political identities are shaped.
It was an opportunity to translate ideals into design, but also a lesson in how a brand, no matter how thoughtfully built, can only ever reflect the person behind it.
In January 2019, a new type of opportunity landed in my lap—branding a political candidate who was about to enter the presidential race. Until that moment, I had spent a decade refining brand identities for companies, but branding a person, especially one running for president, presented an entirely different challenge.
It was a time filled with hopes of what—or who—could replace Trump and bring a new vision for the country. Tulsi positioned herself as a leader who emphasized serving over leading, centering her campaign on love and aloha.
~ BRAND SYSTEM DESIGN
~ WEB DESIGN
CREATED AT
Human
Tulsi spoke about aloha as a guiding force for her leadership—teaching us that the word wasn’t just a greeting, but a philosophy. One that, in its native Hawaiian meaning, speaks to interconnection, mutual responsibility, and the understanding that we are nature—which is why Hawaiian language doesn’t have a separate word for it.
Early Design Exploration
