Mayoral Campaign: Saif Fathih
Designing a cohesive brand identity for a Saif Fathih's campaign, uniting logo, color, typography, and campaign materials to convey the candidate’s values and build voter trust.
Role
Designer
Industry
Political Campaign
Duration
2 months
Stage 1 — Research & Discovery
Conducted interviews and discussions with the campaign team to understand Saif’s mission, values, and target audience.
Analyzed Saif’s political positioning, focusing on his reputation for being approachable and community-oriented.
Researched visual cues from both political campaigns and local Maldivian culture to ensure authenticity and relatability.
Identified key themes: trust, relatability, groundedness, and progress.
Stage 2 — Concept Development
Developed a visual concept that merged political branding professionalism with community familiarity.
Chose a collage style to blend candid photographs of Malé’s streets, landmarks, and everyday life with clean graphic elements.
This style reinforced the message that Saif’s campaign is rooted in the daily lives of Malé’s residents, not detached from it.
Stage 3 — Visual Identity Design
Logo: Created a strong yet approachable wordmark that could adapt across campaign materials, from posters to social media.
Color Palette: Selected warm and inviting tones to convey accessibility, balanced with bold accents for visibility in public spaces.
Typography: Chose legible, modern typefaces that maintain authority while remaining human and approachable.
Imagery: Incorporated high-resolution images of Malé’s neighborhoods, streets, and waterfronts to foster local pride and recognition.
Stage 4 — Outcome & Impact
The final branding gave the campaign a distinct visual identity that stood apart from competitors while staying grounded in Maldivian culture.
Residents could immediately connect the imagery with familiar sights, creating a sense of belonging and trust.
The collage style not only conveyed approachability but also visually reinforced Saif’s message: that his leadership would be built from the community up.
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