AndUs Strategies grew out of a belief that political and advocacy work can take a more responsive approach. The firm wanted to distinguish itself from the more top-down, overly formal visual language common in the space and make its perspective clear from the start.

I set out to create an identity that felt bold and open to change. The fluid script typeface gives the brand a sense of movement, while the bright color palette helps it stand apart from the restrained look often associated with strategy work. Together, those choices reflect a firm willing to question what is expected and take a different route.

I extended the identity into presentation templates, digital concepts, and early campaign applications, showing how the system could hold together as AndUs continued to develop its work.