Ever since Obama's initial run for presidency, the idea of being able to handle the branding and design for a political personality has taken on a new aura of cool. That campaign in particular marked new territory in respect to developing a rock solid visual approach to communicating an ideological political strategy (at that time); not to mention, boosting the popularity of the typeface Gotham into the stratosphere.
As such, we've always wondered why Mayor Slay didn't have a digital presence that was as savvy and well formulated as his approach to social media. And then, one day while randomly trawling for local nuggets, we happened upon his newly redesigned site and rebrand.
Matt Steel, the Design Partner at Grain, gave us a wonderful play by play that takes a look at the before and after of St. Louis Mayor Francis Slay:
In 2013, Mayor Francis G. Slay's team approached Grain to reposition and redesign the Mayor's website. We saw an opportunity to not only reimagine the Mayor's online presence, but to redesign his office's brand identity as well.
For the identity, we wanted to maintain enough visual equity that current constituents wouldn't be alienated. But the Mayor is also interested in connecting with new audiences. The challenge was to balance respect for St. Louis's history with a focus on improving our city for future generations.
Grain designed a clean, simple word-mark with strong yet approachable typography. We updated the previous blue and yellow color palette, and introduced a system of complimentary colors that are carried throughout the website.
We also created a monogram from the Mayor's initials (FGS). It serves as a secondary brand element, a seal of authenticity.
Our strategy for the website was to create an online magazine. From the panoramic curtain images on the homepage to the design of articles, we focused on creating an inviting, legible reading experience. And the adaptive design feels at home on all screens.
Visitors can browse interactive maps to learn about Mayor Slay's past and current projects, or view upcoming events.
Grain also created a robust content management system that allows editors to publish and edit content from phones, tablets or desktop computers.
Overall, we find this project to be a very solid execution that institutes a greater sense of professionalism and relevancy to the local community. Good work Grain.
Visit Slay's site here.
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