Florida, 2022. Commissioner of Agriculture and thorn-in-current-governor’s side, Nikki Fried (pronounced FREED / rhymes with WEED) was the democratic party’s initial front runner for governor of the state.

Though buzzed about for years leading up to the race, Fried’s campaign struggled to settle on a brand identity that would help the youngish female politician seem like a seriously qualified candidate for Florida’s diverse democratic base. The creative strategy I was able to sell Fried on was was a throwback concept: a brand identity steeped in a powerful narrative about the 60s and 70s — a time where we like to believe (misremember?) we all got along, democrats accomplished incredible things (domestically, that is), and politics were generally less awful.

Unfortunately, the candidate’s campaign ended when big donors backed someone else. Ah, politics. Her platform? Toeing the usual party line. What made it interesting from a work perspective? Her very pro-majiuana stance is what got her elected in the first place. And it was the ideal focus for an identity that could engage both young and old audience. (It’s absolutely not right for every client, but it’s not everyday creative gets to successfully push boundaries this much.)