The goal of this project is to reimagine the identity and brand positioning of the United States Green Party. The party was first established in the US in the mid 1990’s. During the last quarter-of-a-century, the party has had moments of success, but as a whole has failed to consistently establish itself as a viable third party alongside the Democratic and Republican parties. In the last few years, the call for a progressive left party has grown. The Socialist Democratic Party and The People’s Party have started to grow at a rapid rate while The Green Party has failed to capitalize.

The Green Party has the potential to emerge from this political turmoil as the dominant progressive left movement in the US, but it requires a new direction. This project aims to present a reimagined brand and messaging vision that is progressive, modern, and serious. The final deliverables include a refreshed logo, an updated website design, a brand and messaging style guide, a line of redesigned Green Party Merchandise, and a data case study for why various design and strategy decisions were made.

Some key takeaways from the surveys indicated that the Green Party has struggled to be viewed as a serious political party, and while the overarching message of the Green party resonates strongly with liberals, the current identity fails to excite self-identified progressives. To refresh the brand, I focused on driving home core positions of the party, and kept the updated wordmark and logo simple, with flattened design and classic fonts. We adjusted the hue of green used for the party, but didn’t deviate too much from the existing brand identity. The goal was to create a style and identity that the party could step into right away, which required that I stay relatively close to existing guidelines.

In early 2021, I will present these designs to leadership of the Green Party of Los Angeles, the largest division of the party. In 2022, I plan to run for one of the chair positions of the Green Party of Los Angeles. The work I am doing today stands as step one of a multi-step plan to help reshape the future of The Green Party, and while I expect my contributions to extend beyond design and messaging, this work will serve as a foundation for conveying a renewed vision for the party.