Michelle Wu was a progressive mayoral candidate running in Boston. (Spoiler alert: she won!) Celebrating the diversity of her Boston supporters and using a multi-language approach for her materials was integral to the campaign. We created a vibrant brand language based on the urgency of protest signage. We also designed a grassroots toolkit site experience for her supporters to be able to make signs, download and remix our visual assets and share their creations on social media. The old-school way of thinking about brand is policing and protecting what you’ve built, but we made an open-source identity for her supporters to amplify the new brand authentically.