Brand Identity: Andrés Castillo for Bedford Town Council

When Andrés Castillo ran for Bedford Town Council, he needed a visual identity that reflected his values: progress, unity, and innovation—with a clear, approachable tone that resonated across party lines.

My Role:
I developed a comprehensive brand identity system, including:

• Logo design and symbolism

• Typography and color palette

• Messaging lockups (e.g., “For Progress,” “For Renewable Energy”)

• Visual structure and brand spacing guidelines

Design Approach:

• The "A" mark was designed as an upward arrow, symbolizing progress, growth, and a new direction for Bedford. It also served as a unifying message: not left, not right, but up—a call for rising above division and working together.

• The logotype breaks out of its container, suggesting thinking outside the box—a reflection of Andrés’s innovative, community-first mindset.

• The color palette blends Democratic blues and Progressive greens, with purple added to represent unity and collaboration between differing viewpoints. These tones were chosen for their calming, trustworthy, and inclusive feel.

• The chosen typeface, Brother 1816, is both geometric and humanistic, offering a clean yet friendly tone that works well across print, digital, and environmental applications.

The result was a cohesive and symbolic brand system—one that could scale across campaign signs, social media, digital graphics, and public messaging—while staying true to the candidate’s values and voice.