Maura Healey
- Ads
- Creative
- Development
Maura Healey delivers strong, sturdy leadership for the people and families of Massachusetts.
After years of serving as Attorney General, Maura Healey launched her campaign for Governor in 2022. Governor Healey is a longtime fighter for the people of Massachusetts. She is focused on pursuing justice and equality, bringing people together, and moving the state forward.
The Challenge
Middle Seat was involved with Gov. Healey’s campaign from the very beginning – working closely with her team to design her brand and website and launch a digital fundraising program.
Designing the brand was a critical first step to set the tone for her entire campaign. Our goal was to create a brand that was functional and easy to use (especially for non-designers), and would grow and adapt with the campaign. It needed to establish Gov. Healey as a progressive candidate, while at the same time, reflecting her years of experience as a leader in the community.
For our team, it was important to have a solid creative strategy that would allow for quick brand decisions to be made daily and during rapid-response moments.
The Process
Getting to know Gov. Healey
We started off with a thorough discovery phase to get to know Gov. Healey, understand her design needs, and set the foundation for the rest of our process. Through interviews, questionnaires, and competitive analysis, we were able to define the brand goals, audience and tone.
Defining the Visual Direction
After the initial discovery phase, we collected inspiration to curate moodboards and define our visual approach. We used the moodboards to guide discussions with team Healey and narrow in on which ideas were working, or not working, for the campaign.
Bringing The Brand To Life
With a clear moodboard direction chosen, our team worked on bringing the brand to life through color, fonts, and logo form. This is where we invested the majority of our time, ensuring that we explored all creative avenues and received direct feedback to guide the evolution of the logo’s design.
Delivering a Brand that Shines
In the end, we chose the font Quincy, a friendly serif that would appeal to a large demographic of constituents and give Healey an established, executive look. The brand colors — peach, orange, blue, and creme — were a modern take on red, white and blue with a nod to Healey’s love for basketball. The warm tones brought energy and hope to the brand, while the blue represented Healey’s democratic affiliation.
The Outcome
The Impact
Maura Healey made history in November 2022 as the first openly lesbian governor elected in the United States. We were proud to work alongside her team to run a successful digital program and bring her campaign to life.
Thanks to our thorough branding process, we set a strong foundation that easily translated to our fundraising program and web development work. Our team had a clear vision of her brand and kept a consistent look on all the content we produced. This allowed us to make quick decisions applying colors and fonts, easily access brand assets, and pull together speedy graphics during rapid response moments.