The previous Team Leni Robredo (TLR) brand only focused on the identity and graphics in general but not so much on the brand story, values, target audience, and overall strategy. Knowing all these shaped the brand to be memorable and empowering, especially when meant to be used by different chapters as their own. So when we saw that we inherited a logo that wasn’t ready for a presidential campaign, we decided to build on it. 

The ask was simple enough: How do we make this brand more modular and accessible to extend our reach?

Along with fellow TLR Comms volunteers, we put together a cohesive and comprehensive brand that equipped and empowered fellow supporters to create their versions for their respective organizations. From messaging down to font selections and templates, we modeled the brand into something accessible and customizable for as many people who wanted to be part of the campaign. 

Our font, Open Sans, was downloadable via Google Fonts. It was also available on Canva, which was a user-friendly design app alternative, and provided enough different weights for different usages. Templates were made on the same platform as well to maximize efficiency and productivity of our Dailies teams, making them easy to share by our sectors and chapters locally and internationally.