Kamala Harris
SERVICES
Brand Strategy, Visual Identity
This is conceptual work, not endorsed by any candidate or candidate’s committee.
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
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
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.
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 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.”
This is patriotism.
Higher Love for America
