Lewis for Leader

Branding and creative direction for Avi Lewis’ federal NDP leadership campaign.

Lewis for leader logo on orange background

CLIENT

Avi Lewis for NDP Leader Campaign

ROLE

Creative Direction
Graphic Design
Motion Graphics
Art Direction

project

In the summer of 2025 I was hired on a short-term contract to develop the brand and marketing materials for Avi Lewis’ NDP leadership campaign. Three months later I quit my advertising job and joined the campaign full-time as Creative Director. This project was the most meaningful in my career and I feel honoured to have worked alongside an all star team of directors, staff and volunteers, leading a small, talented team of creatives.

See the brand guidelines here: live.standards.site/lewisforleader/

Avi Lewis speaks at a podium with the Lewis for Leader logo and a crowd of supporters behind him, against a logo step and repeat backdrop

The design system was bold, high-energy, and intentionally unlike typical political campaigns, meant to grab the attention of a wider audience.

 
A branded sign resting on a darts scoreboard in a Royal Canadian Legion reads 'Party of the 99%'
A supporter wearing a branded 'Tax the Rich' button leans agains a column with branded signage as they watch Avi Lewis speak at an event
Avi Lewis speaks at a podium with the Lewis for Leader logo with supporters holding branded signage and a large branded vinyl banner behind him
Back of a person wearing a white Lewis for Leader t-shirt
Toronto-based indei musical artist Housewife plays her telecaster and sings with a Lewis for Leader sign to the left

I developed a suite of logos in multiple variants across both English and French.

 
An array of different versions of the Vote Avi and Lewis for Leader logos in English and French
Lewis for Leader bilingual logo in black on an orange background
Avi flag social profile logo on a cream background
Bilingual 'Elect Lewis for Leader' simplified wordmark
Avi flag logo on green background
2-up Vote Avi logos in English and French
Vote Avi non-flag version on cream background

Typography was the hero of of the brand, using complimentary versatile font families and an impactful headline type treatment to make a statement.

 
 

Display Font - VC Nudge

Font family VC Nudge combined with a deep drop shadow headline treatment became an iconic element of our brand.

verycoolstudio.com/typefaces/nudge

Bold typography with a deep drop shadow treatment on green and orange background reads 'free palestine'
A deep drop shadow headline treatment on striped green and orange background reads 'national rent cap now' with a Vote Avi logo below
 

Display Font - VC Gosh

A simple secondary woodcut-style type family named VC Gosh gave us variety – its multiple widths are extremely versatile.

verycoolstudio.com/typefaces/gosh

Bold, woodcut-style headline treatment reads 'socialism is the big tent' in black letters on a cream background with a Vote Avi logo below on an orange band background
Bold woodcut-style headline reads 'tax the ultra rich, fund public services' on a striped green, cream and orange backgound with a Vote Avi logo below.
A headline in cream and black text reads 'real new green deal for Canada' with a Lewis for Leader logo below on top of a green background

Motion was another important element of our system, injecting even more energy and movement into the brand with peppy and playful supers and mograph.

 

Motion graphics for digital ads

 

Video Supers

 

Horizontal flag logo end slate

 

Youtube thumbnails

Avi’s brand came to life online and in the streets – in just over eight months we produced thousands of digital assets, hundreds of unique print assets, multiple videos and a website.

We used a trading card motif to present Avi’s endorsers – there were a total of 125 cards created.

 

Custom badges and icons were designed to present Avi’s platform.

 

Platform badges

 
 
 

Platform icons

 

Social media slides

Avi’s website served as an informational hub. Housing the platform, news, and statements — with CTAs throughout to get users involved.

Check it out live here.

 
 

Ideas Navigation and Page