Work

Tom Steyer 2020

Representing a refreshing candidate who embodies patriotism, collective action, and selflessness.

Service
Brand Refresh
Capabilities

Background

Tom Steyer has spent much of his life – and his billions – fighting for climate and other progressive causes. In 2020, he ran for president to make these progressive priorities, national priorities.

A group of enthusiastic supporters cheers and raises signs that read "TOM 2020" at a political rally. They are wearing matching outfits and expressing excitement. The background is filled with more "TOM 2020" banners.

The challenge

Tom wasn’t alone. With 25 other Democratic candidates for president, standing out from the crowd was no small task.

Two men shaking hands outdoors in a park. One wears a blue t-shirt and black cap, while the other wears a white button-up shirt. They are smiling and holding papers. There are other people blurred in the background, and trees surround them.
A man wearing sunglasses and a blue hoodie with "TOM 2020" is holding up a "TOM 2020" campaign sign. He is surrounded by others holding identical signs in a rally setting. Trees and sunlight in the background suggest an outdoor event.

The opportunity

Tom’s campaign was rooted in optimism: in a bright, bold vision for the future – and his visual brand could help make this vision telegraphic.

An American name

Throughout American history, we’ve only had one president named Thomas and only 10 candidates. Yet, Thomas has been the 9th most popular name in America over the last century. As a quintessentially American name, the campaign built equity in Tom.

A grid of repeated images, alternating between a person in a thoughtful pose and the same person smiling with arms crossed. The images are stylized in different colors (blue, purple, orange, yellow) with the text "TOM 2020" prominently displayed.
A collage of scenic landscapes, including mountains, lakes, forests, autumn foliage, rocky coastlines, and architectural structures like lighthouses and buildings. Some images appear stylized or illustrated, while others are photographs of natural and rural environments.

Illustrations by Michael Schwab used here for color reference only.

California colors

Living in San Francisco since 1986 had shaped much of Tom’s worldview and policy priorities – including his fight for climate. To reflect this, Tom’s campaign colors were inspired by the landscapes within California.

A bold identity

This visual identity reflected Tom’s optimism and the bright, bold vision he brought to the campaign trail. With bold font, vibrant colors and powerful imagery, Tom was able to stand out and tell his story – even in a crowded field.

A man in a blue shirt smiles and interacts with supporters holding "TOM 2020" signs at an outdoor event. Some people in the crowd are taking selfies with him. The atmosphere appears lively and friendly under a cloudy sky.
A dark blue t-shirt with the words "Integrity, Optimism, Courage, Conviction, Action" written in light blue, stacked vertically. Below these words, "TOM 2020" is printed, with "TOM" in large white letters and "2020" in smaller light blue text.
A close-up of four campaign buttons. Three buttons have text: "TOM 20," each in different styles and colors (purple, orange, and white backgrounds with contrasting text). One button has a black and white profile image of a man with the text "TOM 20" on an orange background.
Three Instagram posts in a row. Left: A farm worker carrying produce with the text "Protect farm workers to spur economic growth." Center: A promotional image with "Debate Night" text and details about tuning in. Right: A woman in a hijab with the text "Provide a path to citizenship.
A person wearing glasses and with long hair stands outdoors holding a "TOM 2020" campaign sign. There are several people in the background, and the sky is clear.
Five campaign buttons are shown. Two display “TOM 2020” in bold letters with different color schemes. One has a patterned design with “TOM” repeated. One features “TOM 2020” in various colors. The final button reads, “Climate change cannot wait.”.
A person is holding up an orange sign that reads "CA for TOM 2020" in blue letters with a silhouette of California included in the design. The background is blurred, showing an American flag and a person speaking on stage.
A canvas tote bag with a pattern of the word "TOMORROW" repeated in multi-colored letters, including blue, orange, yellow, and light blue, arranged in horizontal lines. The bag has beige handles.
A person with blonde hair holds up a blue sign that reads "TOM 2020" in white and orange text. The background appears to be an indoor setting with a blurred audience and wooden walls.
Three people standing in front of a blue campaign bus with "Tom Steyer 2020" and "2020" written in large letters. One man in a shirt and tie engages with two women, one wearing a jacket and the other in a coat. A "Climate Change is a Priority" sign is visible.

Project Credits

Client
Year of Completion
Issues
Services
Capabilities
Project Team
  • Deroy Peraza
  • Logan Emser
  • Abigail Fisher
  • Sruthi Sadhujan
  • Joelle Woodson
  • Jarrod Mayes
Collaborators
  • Dave Dawson

More Projects

Ready to unlock the potential of your nonprofit's brand?
Reach Out