When Baltimore Mayor Brandon Scott’s re-election campaign came to LPS Campaigns, the challenge was clear: connect a young, energetic incumbent with an older electorate that had never actually voted for him. As the youngest mayor in recent history — first appointed, then running for his first full term — Brandon Scott needed branding that resonated with his base while reassuring longtime Baltimore voters that he was rooted in the city’s traditions.
Working hand-in-hand with the campaign team, we spent weeks digging into what makes Baltimore, Baltimore. Our objective was developing a brand that would make voters of all ages see Mayor Scott as part of their community’s fabric. We landed on a retro-inspired design anchored by the instantly recognizable ‘B’ and upwards slanted typeface, a subtle homage to the iconic Domino Sugars sign that has watched over Baltimore’s harbor for generations. It’s a wink to locals that says: this candidate knows this city.
The color palette drew from Mayor Scott’s high school colors and his previous campaign branding, our deliberate choice to root this look in his local story. By weaving in these familiar colors and symbols, we helped tell a visual story that connects past, present, and future.
The final logo became more than just a mark. It bridged generational divides and tapped into Baltimore’s deep well of civic pride. The vintage look played into current trends with younger voters while building trust with older, more traditional Democratic voters. The design garnered local media attention, earned a spot as a 2024 Reed Award Finalist for Best Logo and Branding for a Democratic Candidate, and ultimately gave Mayor Scott’s successful reelection campaign a brand that felt fresh, authentic, and unmistakably Baltimore.