We worked with Joe Maldonado and his campaign team over the course of two election cycles, his initial candidacy for Fitchburg City Council in 2020 and his bid for re-election in 2022. In creating the logo, we met with Joe to understand his core values and ensure a final product that reflected who he is as a person and a leader. Every element of the logo serves a dual symbolic purpose. The color palette doubles as the red, white and blue of both the American political system and as a reflection of his Puerto Rican identity. The Taino sun in the O represents his Puerto Rican roots, while the E serves as the red and white stripes of both flags and a symbol for equality. The red arrow symbolizes forward progress and as a reminder of his heritage. We worked with his campaign team on verbal and visual communication strategy for campaign handouts, mailers and the website, providing messaging consistency and copy editing support. A total of four video ads were produced, with long and short versions in both English and Spanish. The Half Cup Studio team wrote the scripts, shot, directed and edited all videos.

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Client: Joe Maldonado for Fitchburg City Council

Service: Campaign Identity, Campaign Literature, Campaign Website, Campaign Video Ads in English and Spanish