From the outset, the client had a clear vision for the branding. It needed to feel distinctly South Carolina while also conveying patriotism. References to other political campaigns were provided, which helped clarify the visual direction and expectations.

Many of the shared references featured dynamic and colorful compositions. These informed the preliminary phase, during which initial sketches and typographic explorations were developed. South Carolina iconography became central to the system, particularly the palm tree and crescent moon featured on the state flag. Over time, wave motifs were introduced, gradually shaping the visual language into a cohesive system.

Early in the process, the client expressed interest in a more traditional campaign logo variation, reflecting the common format of a candidate’s name enclosed within a rectangular frame, accompanied by the subline “Running for ______.” In response, a version of this format was developed, incorporating curved wave elements to reinforce South Carolina’s coastal identity. Additional logo variations were also created for use across different contexts, all integrating the palm tree and crescent moon as the main symbols.

The color palette underwent several iterations throughout the process. Initial explorations centered on red and blue to evoke American patriotism, aligning with the client’s original vision. However, the combination suggested a strong association with Republican campaign branding, which risked the campaign’s intended perception. The palette ultimately shifted toward blue and teal tones, maintaining patriotism while reinforcing South Carolina’s coastal character and creating a more distinct visual identity.