I met Lauren Vidas in Austin, TX in 2017 when she was in town for a few days visiting from Philadelphia. It was a great connection that set the initial groundwork leading up to this project. In the time that she was here, I was able to learn a great deal about who Lauren was and what she stood for. I knew right away that I was on board and wanted to be a part of building her campaign. After a few phone calls and discussions, we were ready to move forward. She would be running for city council in the 2nd district of Philadelphia, Pennsylvania. Her last name is one that is very recognizable and powerful on it’s own, so the V and VIDAS became the focus. From the onset she had expressed and interest in setting it apart from other traditional campaigns, mainly through color palette and style. Much of her campaign messaging would be specific to the neighborhood itself and as the project moved forward the mission became more clear. We would develop a branding that visually conveyed the charm of Philadelphia’s city streets and neighborhoods, promoting the diversity and inclusiveness of the people and ultimately promoting a grassroots effort that the community could rally behind. The effort would be successful person to person, block by block.