Michelle Vallejo for Congress
Michelle Vallejo was recruited to run for Congress by LUPE Votes, a community organization that uses grassroots organizing to push for the interests of underrepresented and neglected people. Michelle’s run for Congress is to help build stronger and healthier communities so that people of all backgrounds can thrive in South Texas. Michelle is a passionate advocate for uplifting working-class Americans and not corporate interests. The logo design is a hand lettered logo with the personality seen on South Texas street signage in a contemporary style. This design follows three keywords set for the brand positioning: bold, authentic (no pandering), and inclusive. Using bright bold color and bilingual text the visuals showcase Michelle’s true voice.
The logo focuses on typography and draws inspiration from the typography seen at the Pulga (flea market) tying into a key story element of Michelle’s brand. For almost 25 years, her family has managed Los Portales at the Alamo Pulga, which serves thousands of people weekly and helps dozens of working-class entrepreneurs start and run their businesses. At the pulga, they like to say, “No somos pulgueros. Somos vecinos.” It is this proud sense of community and work ethic that Michelle carries in all of her work and is visualized in the brand identity.
Brand patterns, icons, and hand lettered messaging points. These illustrated assets assist with supporting the brand identity as a comprehensive whole.
Impact: Created Brand Awareness, +3k followers on Instagram and +2600 FB, Connection with Target Demographic, Won Democratic Primary Runoff Election, Cohesive branding across communication channels
Images of branding campaign on billboards and at events with Senator Bernie Sanders