YSABEL JURADO

Brand Development, Surface Design

A fresh take on political marketing material for Ysabel’s Los Angeles City Council campaign.

Overview

From the East LA working-class barrios of El Sereno, Boyle and Lincoln Heights stretching to DTLA and the Anglo-majority homes in Northeast LA, CD-14 is the microcosm of Los Angeles. It’s ground zero for homelessness, home to the most luxury high-rises in the city, and the battleground for working families fighting gentrification, all concentrated into the district with the largest number of freeways (9) in it.

As a tenants rights attorney, affordable housing activist, daughter of undocumented immigrants and lifelong Angeleno straight from CD-14, Ysabel is adeptly positioned to tackle the community, equity, and justice challenges her home district faces. In a time of widening socio-economical gaps, we wanted to highlight Ysabel’s strength as a collaborative leader from the community and for the community in the microcosm of LA.

The Idea

For the last century, political campaigns have relied on the traditional red, white, and blue. 2024’s LA City Council election presented a different opportunity. Positioned against an establishment incumbent, Ysabel leveraged her personal identity to drive her visual language. Her vision for the future of Los Angeles called on District 14 to reimagine what it meant to be a rooted community member.

Pulling from the district’s Mexican roots, vibrant native landscapes and city skyline colors, we created cut-out iconography, refreshing colors, and merchandise illustrations that set Ysabel apart from other candidates.