Case Study: Pete for America builds a bold, unifying campaign brand with Hyperakt

Pete Buttigieg's campaign launched a brand toolkit in 11 days with Hyperakt

The 2020 Democratic presidential campaign of Pete Buttigieg faced the challenge of rapidly building a nationally recognized brand that could bridge political and cultural divides, moving beyond traditional campaign colors. With only 11 days from kickoff to presentation, they engaged the design firm Hyperakt for a comprehensive brand transformation, which included brand strategy, a new visual identity, and logo design.

Hyperakt created a unique brand identity rooted in Pete Buttigieg's story, using the Jefferson Boulevard Bridge as a central metaphor for unity and a custom, hand-crafted color palette evocative of the American heartland. They developed a publicly accessible Design Toolkit that empowered supporters to create their own materials. This solution was highly successful, with the toolkit receiving 277,000 unique visitors and 115,000 unique downloads of design assets, helping to cement Pete’s story and fuel significant early campaign momentum.

Pete Buttigieg (2020 Democratic Presidential Campaign)