In the Spring of 2020, I worked with the fun folks at The Hooligans Agency to develop a logo and brand identity for a new PAC firing up South Carolinians against Lindsey Graham.

While the race was attracting attention (and funds) from across the country, the logo — a spark that forms a palmetto frond — channels the local grassroots energy of the moment. With typography and colors inspired by a Southern staple (can you guess it?), the rest of the branding hints at an old timey wholesomeness that makes even negative graphics feel novel.

Fun Fact: The distressed texture is derived from seersucker fabric.