Brander's Studio · Case Study
AMANDA
MARZULLO
for Travis County Commissioner PCT 2.
Project Overview
A BRAND BUILT
ON JUSTICE
Amanda Marzullo is a civil rights attorney, policy expert, and litigator running for Travis County Commissioner Precinct 2. With nearly two decades of experience at the intersection of law and public policy, she needed a brand as bold and principled as her record.
Our work covered the full spectrum — from defining her strategic positioning to crafting a visual identity system that could carry her message across every touchpoint: yard signs, social media, merchandise, and press.
The Challenge
Political campaigns demand a brand that simultaneously commands authority, builds trust, and connects emotionally with a diverse electorate. Amanda's identity needed to reflect both the rigor of her legal background and the warmth of her community-centered approach — without feeling corporate or distant.
The goal was a brand that says "this is a fighter who is also your neighbor."
Brand Strategy
PEOPLE BEFORE
POWER
Positioning
Amanda is positioned as the candidate who rejects corporate influence and centers real people in every decision. No PAC money, no vague promises. Government that answers to the people.
Archetypes
We built her personality around two archetypes: The Hero — courageous, action-oriented, justice-driven — paired with The Caregiver — empathetic, community-focused, human-centered. Together they create a complete, trustworthy leader.
Voice
Direct and unwavering when calling out injustice. Warm and human when connecting with the community. Every word chosen to inform, empower, and connect — making complex policy personal.
Visual Identity
COLOR,
TYPE & FORM
#00205D
#FF6D4D
#38B6FF
#4C4C4C
#CCCCCC
Deep navy grounds the brand in stability and authority. Action orange — drawn from Amanda's existing brand — signals energy and optimism. Civic blue introduces openness and approachability.
MARZULLO
It's personal.
Brand in the Wild
Brand Personality
THE HERO &
THE CAREGIVER
The Hero
Primary ArchetypeAmanda steps into difficult spaces where others hesitate. From the courtroom to the Capitol, her presence commands respect through action. Her campaign doesn't sugarcoat — it calls out systemic failure and demands better.
The Caregiver
Secondary ArchetypeEvery proposal starts with real people. Amanda listens to lived experiences and fights for policies that honor people's dignity. Her campaign emphasizes belonging, care, and public service.
Campaign Platform
SEVEN PILLARS
OF PEOPLE-FIRST
GOVERNMENT
Government Accountability
Transparent leadership, responsible budgeting, and decisions made in the public's interest — not behind closed doors.
Environmental Justice
Protecting water, air, and land while investing in sustainable infrastructure and green union jobs for future generations.
Criminal Justice Reform
A fairer system that ensures access to counsel, addresses root causes, and treats people with dignity.
Inclusive Economic Development
Smart growth that creates good jobs, supports small businesses, and respects working families.
Fair Pay & Safe Workplaces
Partnering with labor unions to enforce fair labor standards and guarantee livable wages across all county contracts.
Public Services
Expanding access to mental health care, affordable housing, and reliable public transit. Built around people, not bureaucracy.
Affordability for Families
No one should be priced out of Travis County. Champion policies that protect tenants and support long-term housing stability.
Brand Voice
WORDS THAT
MOVE PEOPLE
"You deserve a government that shows up — and I will."Speaking to voters
"We don't answer to corporations. We answer to the people."Calling out corporate influence
"No one should miss court because the bus didn't come."On public services
"The system failed them, and I'm here to fix it."Addressing injustice
"This fight is bigger than any one person. Let's win it together."Rallying supporters
"We all deserve a government that listens, cares, and delivers."Campaign mantra
Website Development
BUILT TO
WIN ONLINE
In partnership with Crossroads DM, we developed the official campaign website — a fully functional, mobile-first platform designed to turn visitors into voters, volunteers, and donors.
The site brings the brand identity to life digitally, combining bold visuals with clear calls to action. Every page is built around one goal: making it as easy as possible for Precinct 2 residents to connect with Amanda's campaign and take action.
Deliverables & Outcomes
WHAT WE
DELIVERED
Brand Strategy, Archetypes & Positioning
Logo, Color Palette, Typography & Iconography
Key Messages, Tone Guidelines & Voice Examples
7-Pillar Iconography, Messaging & Platform Content
Yard Signs, Pin Buttons, Stickers & Social Media Templates
Voter Segmentation & Persona Map
Campaign Website in partnership with Crossroads DM
FEC & Platform Ad Policy Guidelines