case study
calgary city council
Services: Full campaign branding including logo, print, and website design
client overview
Dan Olesen, a first-time municipal candidate in Calgary’s Ward 1, needed to establish credibility quickly within a short campaign window. With no prior political presence, the goal was to build a cohesive brand system and digital platform that communicated trust, independence, and community-first leadership.
The Challenge
- Launch a full political brand from scratch
- Build instant recognition across digital and physical environments
- Communicate complex policy priorities clearly and quickly
- Drive engagement, donations, and volunteer participation
The campaign required both strategic positioning and rapid execution under tight timelines.
project objective
brand identity
Logo design and complete visual system development.
Visual strategy
Typography and color direction for clear recognition.
design system
Scalable guidelines for consistent cross channel use.
print campaign
Lawn signs, postcards, and campaign materials.
website and ux
Responsive design focused on clarity and engagement.
conversion flow
Donation integration and user focused optimization.
STRATEGY and approach
- Built credibility quickly within a limited campaign timeline
- Defined core messaging and values before visual development
- Created a scalable brand system for print and digital platforms
- Structured the website mobile first with clear hierarchy and strong calls to action
- Reduced friction to encourage engagement and participation
- Used performance metrics to validate strategic effectiveness
Brand System Development
Designed for immediate trust in a competitive political landscape, the system uses bold typography and structured layout for clarity at scale. The check mark and star signal action and leadership, while the navy and gold palette conveys stability and optimism across all campaign touchpoints.
ui/ux focused website
Built with a mobile first, user focused strategy, the site reduces friction by surfacing key priorities below the hero. Consistent calls to action and a streamlined Helcim donation flow support conversions, while community content strengthens authenticity.
Print and Campaign Materials
Campaign materials were developed for maximum visibility and instant recognition. From lawn signs to postcards and vertical banners, each piece prioritizes bold hierarchy, strong contrast, and concise messaging to communicate clearly in fast paced public settings while maintaining cohesive brand consistency.
the result
Website analytics from the first month after launch showing visitor engagement and traffic growth.
Within a short campaign period, the website achieved:
- Over 9,000 page views in the first month after launch
- More than 4,500 unique visitors explored the campaign website
- 5,500+ sessions, showing many visitors returned to the site more than once
- Average time on site: 3+ minutes, indicating strong engagement with the campaign’s platform and messaging
- The website helped increase visibility and accessibility for Ward 1 residents to learn about the candidate and campaign priorities
- Traffic came from both mobile and desktop users, highlighting the importance of a responsive design
Skills Demonstrated
Political Brand Strategy
Built a credible, community focused brand identity for a first time municipal candidate to establish trust with voters.
UX Driven Web Design
Designed a clear, mobile first website that helps voters quickly understand the candidate’s priorities and platform.
Campaign Design System
Created a scalable design system used across web, print, and social media throughout the campaign.
Human Centered Communication
Translated complex policy ideas into clear, approachable visual storytelling for voters.
Cross Channel Consistency
Maintained consistent branding across the website, lawn signs, and campaign materials.
Campaign Collaboration
Worked closely with the candidate and campaign team to deliver campaign materials under tight timelines.