On December 22, 2022, Lorenzo Pacini announced his bid for the Regional Council of Lombardy (Italy) in the elections of February 12-13, 2023. At the time, Lorenzo was 26 and already dedicating his life to politics. He was known locally for his radical, progressive approach to many issues that his city, Milan, had been facing in the last years. Following a speech at a national event organized by a European MP of the Italian Partito Democratico, he made waves in national politics.
I had the pleasure of collaborating with Lorenzo and his team to create a branding that represented his competence, his ideas and his vision. We wanted him to show his interest in concrete issues that appealed to young voters, without sticking to the generic young candidate cliché.
The final result was a design that was reminiscent of the political campaigns of the past, but with the feeling of a fresh, new start for both regional and party politics.
The combination used for Lorenzo's campaign was made to create a visually striking and attention-grabbing design, while also communicating the values and messaging of the campaign.
Monza red and Wine berry were used to highlight his passion and energy, while accentuating his competence and strength. The slightly rotated text wanted to convey a sense of dynamism and energy that was typical of old political posters. Finally, "La Rivoluzione in Lombardia" (The Revolution in Lombardy) which was the slogan chosen by Lorenzo's team, reflected his progressive and leftist stance, with a touch of radicalism that set him apart from other candidates. It captured the essence of the campaign and required a branding that was both modern and timeless.
Together with Cocogoose, we came up with materials that gave a sense of youthful energy, which perfectly represented the spirit of Lorenzo's candidacy and personality.
Thanks for watching!
