Will Guzzardi Rebrand


Will Guzzardi is a State Representative of the Illinois 39th district. For this project, I worked with Will to establish a new visual identity for his branded materials.

My Role

We began by analyzing the old look, what it accomplished, and what we felt could be improved. An early takeaway was an intent to emphasize Will as an Illinois Representative in addition to his Chicago ties.


We landed on a simple three color look that combines bold typography, a clever brand mark, and welcoming photography. The new brand is designed for flexible use across digital and print materials with plenty of room to be expanded into additional formats if needed. The final deliverable included:

  • Logo
  • Color Palettes
  • Typeface Options
  • Photography Treatments
  • Best Practice Usage Guidelines

Skills & Tools Used

  • Adobe Photoshop
  • Adobe Illustrator
  • Adobe InDesign