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
\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.