I had the extraordinary opportunity to design the identity for 2016 presidential candidate Martin O'Malley. I tried to create an identity to match a candidate who is young, vibrant and pushing new ideas. To steer clear of old conventions and inherited wisdom we used brighter colors, modern fonts, and a playful but graphic speech bubble to emphasize that O'Malley is looking to change the conversation, both in tone and substance.

Beyond the primary mark, I also thought ahead to profile images and smaller "badge" touch points. The badge became a more fluid expression of the candidate. It could be tweaked to encompass local offices of the campaign or highlight a cause through color change and still be easily recognizable.

With a flexible design system in place, a wide veriety of colatteral  was created while maintianing the unique look and feel of the O'Malley campaing.

After all of that, some people talked about it. 

Some even liked it enough to give it an award.