The main demographic of this candidate can be described as people in their mid-20s to early 40s, usually higher educated, who live in large urban areas and work corporate jobs. Despite trying to appear friendly, they have a hard time connecting with people outside of that bubble because they can come across as disingenuous and performative.
The design is minimalist and modern, with a color palette that is friendly but also a little bit sterile. In their campaign materials, they rely heavily on data and facts, presenting them in the form of urban billboards and (Instagram) infographics centered around issues like traffic, mental health and living costs. Trying to appear friendly and approachable to people, the campaign also includes an introduction to some of the candidate’s favorite things, though the content tends to fall flat due to the inconsitent, out of touch and seemingly performative nature of the subjects.
Inspired by corporate design, girlboss culture and instagram activism.