Jennifer Hutchinson
School Board Candidate
Crafting a Brand & Campaign Ethos
As an incredibly active member of her community, huge football fan, and wife of a local football star, it was easy to land on varsity lettering for Jennifer’s school board campaign. It was important that in such a crowded campaign season (2024 presidential) to make the voter’s job easy by ensuring that Jennifer’s branding stood out from the crowd, exuded confidence, and was undeniably school-centeric.
Identifying Brand Messaging
In my first meeting with Jennifer, her love for her community, and especially her community’s most vulnerable children, was undeniable. What else was undeniable? Her vast knowledge of her district - its history, landscape, shortcomings, decision makers - and how it was so unique to neighbor districts. Personalizing her message to be uniquely Rock Hill proved a very successful strategy in turning out votes and gaining a seat (and vice-chair!) on the board.
Designing a Brand Aesthetic
Jennifer is an incredibly vibrant woman and it was important for her branding to reflect that. With many challenges facing her district, her brand needed to reflect a candidate ready to solve problems - with great energy and enthusiasm. With motifs reminiscent of sports team memorabilia, the brand offered a voters an invitation - I’m on your team, let’s go win this thing together!
Brand Color Palette
Jennifer came to me with a gorgeous new headshot (featured above) that conveyed the perfect palette of teal and gold that easily translated to GO TEAM with pops of dark navy, bright white, and a silver gray. Avoiding typical political colors, Jennifer was able to easily stand out and remind voters that school board is a bipartisan position and she welcomes bipartisan support.
Campaign Yard Sign
When developing a yard sign for Jennifer, it was important to show her as an advocate, a #1 fan of RHSD, despite local frustration with the district. This reinforced her passion and energy for her community while offering voters a moment of positivity and HOPE for the future.
(this right here is why I do what I do!)
Campaign Website
Jennifer’s website housed her many motifs, slogans, and platform positions that all reiterated a one team, one dream message of hope for voters in Jennifer’s district. Going into detail around the unique needs and solutions for Rock Hill schools, students, educators and families (more than what is shown here), Jennifer’s knowledge and credibility was on full display. An invitation to Join Team Hutchinson reinstated the campaign’s theme and emphasized a feeling of inclusiveness that is paramount to Jennifer’s values.
Team Hutchinson Merch
Campaign buttons, t-shirts, and car magnets were available for supporters to purchase on Jennifer’s website. The merch reiterated her name, her run for school board, and her signature, recognizable teal and gold team colors.
Interested?
Shoot Me an Email and We’ll Set Up Time to Chat!