Amanda Janoo for Vermont Governor

We partnered with Amanda Janoo’s campaign for Governor to establish a brand system that not only reflects a fresh vision for Vermont, but also invites joy and participation from Vermonters.

Artwork, Brand Guide, Merch Design, Research & Discovery, Templates, Visual Identity

Amanda Janoo is a Progressive Democrat running for Governor of Vermont against Republican incumbent Phil Scott. In the weeks leading up to the launch of her gubernatorial run, we were tasked to build an authentic visual identity for the campaign.

A visionary economist and movement builder with deep ties to Vermont, Amanda Janoo needed a visual language that embodied her bold new vision for Vermont, in a landscape that has been dominated by the same promises for nearly ten years.

As a new candidate with legitimate credentials but limited political experience running against an established incumbent, the odds were stacked against Janoo’s campaign. Our approach to the visual identity embraced the characteristics that made her run unique. This work is rooted in the campaign’s goals to reflect a better future, inspire confidence and trust, and invite curiosity and participation.

After conversations with Amanda Janoo and her staff, we established the foundation for her campaign’s visual identity: a simple and generative system that is easily and intuitively replicable by her team and supporters.

All images are courtesy of the Amanda Janoo campaign

It was important that Amanda Janoo’s earnest appreciation and love for Vermont was seen by Vermonters. In our exploration we referenced Vermont’s visual language: local artisans, craftsmanship, recognizably local signage, and gathering places. Taken together, these elements
represent Vermont’s natural beauty and the warmth of its people.

The campaign’s unified visual communication style strengthens the legitimacy of her campaign and bolsters the tight-knit community rallying behind her

Collateral supplied to support the campaign included: a brand guide, social post templates and placards. These tools provided Amanda’s team and her supporters with the springboard they needed to launch a grassroots campaign of historic proportions.