Having served more than six years as governor, JB Pritzker’s brand identity felt a bit dull and outdated, the system lacked cohesion, and the way he showed up in the world did not align with who he was as a person or a politician. He’s a billionaire, but he understands the needs of his constituents and speaks their language. He’s direct, but not rude or brash. He’s smart, but not a know-it-all. He’s compassionate, but also pragmatic and methodical. This opportunity called for a refresh to both his verbal and visual identity.

Reimagining the personality and tone of voice, logo, color palette, photography style, and design elements culminated in a brand guideline to be used by the governor’s in-house team and future collaborators. To show their team how these elements come to life, I designed digital and printed assets, including coalition branding, web design, social assets, event design, merch, opposition branding, and more. With this toolkit, the Pritzker team is ready for the 2026 election cycle.

SERVICES:
strategy
brand identity
art direction
digital design

ROLE + TEAM:
Ana Rice, designer + art director
Jason Fang, motion designer
Drew McConville, web developer
Jac Juengst, creative director
Germain McCarthy, svp creative

YEAR:
2025