The Indiana Senate Democratic Caucus is a state agency housed by constituent elected officials charged with creating bi-partisan legislation.
The Caucus is composed of multiple senators that require individual brand voices while being fluid enough to fit under a unified brand. In addition, each senator’s target audience is located in said member’s living senate district, making demographics and constituent’s needs different.
The need present was to reach a broad constituent base while strategically reaching specific audiences. Direction and unified strategy was the core need. Just 4resh Dezigns and the help of their internal press team collaborated on an ongoing practice to clarify the position, unified messaging, and how to highlight the personal brand stories of the individual members.
We started by analyzing the organization’s approach to targeting all constituents, pinpointing the biggest state priorities with market research, and studying other caucus efforts. Next, we created a new brand identity upon understanding what truly made the Senate Democrats’ approach different.
While not losing sight of the most significant brand identifier, the Statehouse building, we integrated the Indiana State flag torch that lights the way for all Hoosiers. In addition, the stars are equally aligned on each side of the statehouse to represent the Senate Democrat’s far-reaching influence despite a constituent’s party identification – democratic or republican.
With a plan of action on redefining messaging while blending incoming members, J4D focused its efforts on providing ongoing creative direction and assets to stay innovative and modern for the digital-age constituent using integrated marketing campaigns.