Creative Direction · Art Direction · Graphic Design
For the City of Regina’s municipal election, I served as Creative and Art Director for the Elections Regina campaign, developing a cohesive visual identity that could inform, engage, and encourage voter participation across the city. The campaign needed to balance civic trust and approachability while standing out from other election materials in the public space.
Acting as both the Creative and Art Director, I led the conceptual direction, branding, and final asset production for the campaign. I developed the full campaign identity and directed the photography team to ensure all visuals reflected Regina’s recognizable locations and community feel. I also designed billboards, social media ads, organic content, informational mailouts, voter registration cards, and a custom icon set representing key aspects of the voting process.
The main challenge was designing an identity that aligned visually with the City of Regina’s brand while remaining distinct and politically neutral. The campaign needed to avoid any resemblance to existing political party colours or symbols, locally or nationally, while still feeling official and trustworthy. To achieve this, I conducted extensive research into the branding of political organizations across Canada, identifying gaps that guided the creative direction.
I selected a bold yellow and black colour scheme to create high visibility and strong contrast in outdoor and digital placements, while remaining independent from political affiliations. Familiar fonts and imagery featuring recognizable Regina landmarks helped ground the campaign in a sense of place. Additionally, the visual system was built with longevity and adaptability in mind, ensuring it could be reused for multiple election cycles with minimal effort by future designers.
Deliverables include:
Campaign branding and identity system
Art direction for campaign photography
Billboards and out-of-home materials
Social media ads and organic content
Voter registration cards and informational mailouts
Custom icon illustrations
Campaign identity
Image edits to match established theme
Voter registration card
Informational mailout
Informational mailout
Billboard
Billboard
