From '20–'21, I collaborated with the Biaggi team to rebrand Alessandra Biaggi’s political work as New York State Senator for District 34 and beyond. We shifted from her full name to the more confident, streamlined “Biaggi,” developing a custom logo and setting it in graphic ribbons. Her identity evolved from a limited palette of medium blue and pale pink to a richer system anchored in navy and white, with energetic accents of yellow, red, pink, and purple. Typography moved from a heavy sans serif to the historic Caslon, paired with the modern sans serif National. To complete the system, we established a consistent, inclusive imagery approach that could be easily replicated by her in-house design team.
