SELECTED WORK

Higher Love for America

This is conceptual work, not endorsed by any candidate or candidate’s committee.

A hopeful, presidential alternative to chaos: energetic and uplifting, yet unflinching about the stakes.

The current political moment feels frightening. Rights are being stripped away. Truth is contested. Violence is normalized. At the same time, the very idea of patriotism has been reduced to symbols, slogans, and spectacle, often weaponized to exclude rather than unite. I heard Higher Love by Whitney Houston recently and thought

Despite the strength of its research community, CLS lacked a cohesive visual identity and public-facing presence. The project began as a request to design posters for a new lecture series, but I uncovered a broader brand problem: CLS was siloed within linguistics. The challenge was to give CLS a distinct voice within the university while

respecting institutional constraints and reposition it as an interdisciplinary center for the language sciences. The goal was not to create a flashy rebrand, but to build a thoughtful, flexible identity that could unify a diverse academic community and signal renewed leadership, relevance, and interdisciplinarity.

it would make a great campaign song because it speaks to something deep: love as strength, conviction, and collective responsibility. This conceptual project imagines a 2028 presidential campaign for Kamala Harris built around that idea: Higher Love for America.

Brand Strategy

This campaign reframes patriotism as an active, human-centered practice. In this vision, love is not sentimental, it is courageous. Care is not passive, it is political. The messaging system balances urgency with dignity. It is energetic, hopeful, and uplifting, while remaining defiant in its refusal to accept chaos as the status quo. The campaign speaks to everyone by

The brand strategy balanced institutional credibility with distinction. The director wanted an identity that felt academic and professional, but not visually absorbed by the university brand. At the same time, the system needed to avoid overt language or linguistic symbolism so it could represent researchers across disciplines. Voice and tone were defined as formal and academic,

but never cold. The identity needed to feel human and conversational, supporting connection and dialogue rather than authority alone. These principles guided decisions around typography, hierarchy, and layout, ensuring the brand could communicate rigor while remaining accessible and contemporary.

grounding itself in shared values. Key campaign language includes: Higher Love for America (the aspirational north star), Courage to Care (the human, emotional core), and Truth Over Tyranny (moral clarity without theatrics). Together, these ideas form a campaign that feels presidential and that meets the moment without mirroring its worst instincts.

Logo and Visual Identity

The visual identity translates Higher Love into a clear, flexible, and symbolic system. At the center is a combination mark composed of a bold typographic wordmark and a standalone brand symbol. The wordmark emphasizes clarity and authority, designed to scale seamlessly from digital screens to billboards and rally signage. The brand mark itself is the heart of the system. A sideways “K” topped with a heart forms a simplified human figure—part letterform, part symbol. It represents Higher

The visual direction drew inspiration from the modern, modular identity systems used by institutions like MIT, particularly the Media Lab. That influence informed a custom typographic approach built from angular, structured forms that feel contemporary while remaining appropriate for an academic context. The icon is a simplified silhouette of Rush Rhees Library, one of the University of Rochester’s most recognizable landmarks. The letterforms C, L, and S are integrated directly into the columns of the building, grounding the identity in place while keeping the mark abstract and flexible. Together, the typography and icon create a system that is distinctive, institutional, and adaptable across digital and print applications.

Love, but also evokes a person standing upright. The mark communicates humanity first, without relying on traditional political iconography. Photography and imagery center on everyday American life: people helping people, acts of care, solidarity, and resilience. These moments become declarations. Posters feature bold, simple statements paired with powerful imagery, such as: “I have the courage to care." and "This is patriotism.”

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