I worked with the Biaggi team over '20–'21 to rebrand Alessandra’s political work as the New York State Senator of District 34 and beyond. We transitioned from her full name to the punchier Biaggi. We then set her new custom logo in graphic ribbons. We expanded Alessandra’s color palette from medium blue and pale pink to navy and white, with pops of yellow, red, pink and purple. We took her brand fonts from a heavy san’s serif to the historical serif Caslon, used frequently by Benjamin Franklin, paired with the contemporary san’s serif National. To complete the rebrand, we developed a consistent imagery approach, accessible to all ages and duplicatable by an in-house designer as needed.
