We joined a volunteer team to get the first DREAMer—Catalina Cruz—elected to the New York State Assembly. We designed a visual identity that reflected both Catalina’s personality and the diversity of her constituents. The flexible identity amplified voices and encouraged community participation allowing members to customize and share individualized placards for display and distribution. Catalina was sworn into office in January, 2019. Catalina defeated an entrenched incumbent as part of a wave of grassroots political change in Queens.
The campaign design was featured on fontsinuse.com
Credits:
All Design by: Area of Practice
Creative Direction: Cybele Grandjean & Theresa Canning Zast
Front-End Development: Eddy Leon
Photography: Jason Falchook