Political campaign branding

Political campaign branding

Branding & campaign design for TS-LKD that helped this center-right party win 2020 Lithuanian Parliamentary elections.

TS-LKD political party has roots in the 1980s anti-Soviet independence movement. It was founded in 1993 and shifted many times along with our newly independent country. The last political merger happened in 2008. Then the party got the name it uses today and visually joined symbols of two political powers in one logo.

We suggested a visual update - a bolder and more modern look that would reflect parties' values and strengths.

Logo evolution since merging two political powers to one Homeland Union-Lithuanian Christian Democrats party.

We've chosen a universal typeface as a base and combined it with a customized hand-written one for a personal touch.

Our choice of typography was versatile enough to be used in different messages aimed at various audiences.

We created these hand-drawn illustrations to reflect the challenges presented in our clients’ official political program.

We've branded the headquarters of the party in different locations.

We've based all layouts on clear guidelines. It provided a unified style and helped to keep a clear message while adapting to different formats.

In the summer of 2020, TS-LKD initiated a National survey. It was probably the largest survey of this type ever held in Lithuania. We helped our client prepare for the tour and designed all the necessary materials from the website and brochures to branding T-shirts, cars, stands, etc.

The National survey team visited almost all of the country, held 315 meetings, and got replies from more than 26k participants.

We've designed all kinds of printed and digital brochures and promotional material for the party members.

Designed visuals and presentation for the Grand party convention held in September.

We've updated the design of TS-LKD main website to align with rebranding and improve user experience.

For different events we’ve created separate brand extensions.

Challenge
The main Lithuanian center-right party TS-LKD needed a brand update and extensive campaign design to unite voters in the 2020 Lithuanian parliamentary elections.

As we all know, political campaigns in 2020 faced a pandemic challenged that required to act and adapt fast and incorporate different tactics for political campaigning.

Solution
We've created a strong brand that backed parties' history, respect for democracy, rule of law, and human rights. 

As the campaign lasted several months, we had a chance to apply our design to various formats - from digital to TV, print, and OOH. The public noticed our clients' message and shown trust in TS-LKD in both rounds of the Parliamentary election. 

After securing a victory, our client successfully formed a new government and a new coalition that today works towards much needed political change. 

Credits
Account: Vita Musninkienė.
Illustrations by Paulė Bocullaitė. Photos by Kilimas Arts.

Work
Art Direction
Branding
Design

Editorial
Identity

Logotype
Typography
Print / OOH
Social
Web design