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Represented by Truman Fritz and Rose Ritch, Truman Rose 2020 is a campaign for USC Undergraduate Student Body President & VP. Inspired by athleisure, concert, and streetwear merchandise, the wordmark makes use of P22 Mackinac, a bold humanist serif font, italicized to bring more energy & movement to the mark.

Logomark: Adopted January 2020

Typeface: P22 Mackinac

The TR20 mark and the rose form the foundational elements of the identity system, adapted for print signage, flyers, and a myriad of online applications, from social media frames to website graphics. Paired with the creamy white, the brand is flexible yet recognizable, a departure from the traditional blues and navies of political campaigns..

Carmine Pink: #F04F50

Seashell: #F9F5EB

Campaign

\Over the span of 3 weeks from January 19th to February 13th, the campaign team created and executed a comprehensive digital, print, and physical marketing campaign, reaching over 2,700 students and driving 1,330+ online engagements. The campaign met with over 60 different student clubs, securing endorsements from 16 organizations, including the Daily Trojan.

Along with the creation of the visual identity system, a plethora of materials were designed for the campaign, including social media frames, apparel, signage, buttons, stickers, letterheads, websites, and animated graphics. A launch video was also produced and filmed, featuring Truman & Rose and their vision for the university. 

Truman & Rose ultimately secured 1,522 votes (32%) out a total of 4,777 votes, beating out 3 other tickets to win the USG 2020 election.

Campaign