CASE STUDY
Each case study demonstrates my strategic design thinking, rooted in research, problem-solving, and consistency. I focus on creating visual systems that communicate clearly, support client goals, and perform effectively across real-world applications.
CLIENT CHALLENGE
Dan Olesen ran for City Council in Ward 1 with limited time, a grassroots approach, and a clear mission: independent, accountable, community-first leadership. As a first-time candidate with strong community ties, he needed a brand and digital presence that built trust, stood out, and captured attention.
Most municipal campaigns rely on generic political styles—bold fonts, star logos, and red, white, or blue palettes. Dan wanted something fresh, approachable, and credible. The challenge was creating a design that balanced authenticity with professionalism while making a strong impact in a short campaign window.
PROJECT OBJECTIVE
To help Dan make a strong, trustworthy impression quickly, we created a complete visual identity, a functional website, and clear print materials. The goal was to share his values with consistency and clarity, both online and in the community.
Brand Identity
Develop a distinctive brand identity that feels both political and personal.
Responsive Website
Design and launch a responsive, user-friendly website within weeks.
Print Material
Create clear, high-impact print materials for public display and handouts.
Consistency
Keep messaging focused, consistent, and easy to absorb at a glance.
Collaboration Driven
Open communication and teamwork for the best results.
Continues Growth
Align all visuals with Dan’s values: independence, accountability, and genuineness.
MY APPROACH
This project combined branding, UI/UX, campaign strategy, and real-time problem-solving. I used a values-based design approach, grounding everything in Dan’s personality and message while building the trust and clarity needed for a political campaign.
Modern, Purposeful Colour Palette
Instead of the usual red and blue palettes, I chose cool navy, mustard mango, and white—colors that convey trust, calm authority, and modern neutrality, with yellow accents adding warmth and focus.
A Logo Built for Flexibility and Precision
The logo was built for clarity and adaptability, with an icon and light/dark versions for different backgrounds. Careful attention to spacing and stroke weight ensured balance, legibility, and consistency across print and digital.
A Confident Visual Identity
The final result is a mark that confidently represents Dan’s personality: honest, thoughtful, and community-focused. It breaks away from predictable political design tropes while remaining grounded and credible.
THE COLOUR PALETTE
THE FEATURE
THE DETAIL
THE VARIANTS
THE ICON
WEBSITE DESIGN & DEVELOPMENT
With the campaign timeline moving quickly, I designed and developed danolesenforcalgary.ca on a tight turnaround. The website had to be :
Brand-Aligned Visuals
Designed to reinforce recognition and maintain consistency across all campaign materials.
Responsive Across Devices
Optimised so voters could access information easily whether on desktop or mobile.
Action Driven Layout
Built with clear CTAs like Donate, Sign Request, Learn More, and Volunteer to encourage quick engagement.
STRATEGIC UX HIGHLIGHTS
Designed Dan Olesen’s homepage with a people-first UX approach, combining clear visual hierarchy, an integrated Instagram feed, and a timed pop-up banner to encourage social connection, building trust, highlighting key priorities, and driving community engagement.
A donation page that integrates Helcim (a local Calgary-based processor), paired with a custom explanation of why this platform reflects Dan’s values over more familiar tools like PayPal.
I placed the Top Priorities section right after the Hero so visitors quickly see who Dan is and what he stands for. This clear hierarchy reduces friction, improves flow, and helps voters connect with his key issues immediately.
To encourage interaction at every stage, CTAs like Donate, Learn More, and Volunteer were placed across all pages to make it easy for visitors to take action the moment they feel ready.
I added a ‘Moments with Dan’ section to humanize the campaign, highlighting real community interactions that show action behind his promises. The site is user-centered, easy to navigate, consistent in branding, and designed to inform, connect, and engage while looking great and working effectively.
CAMPAIGN MATERIAL
To support Dan’s grassroots campaign, I designed a full suite of print and digital materials that carried the brand consistently across every touchpoint.
Lawn Sign: Designed with clarity and impact in mind, clean, bold, and highly legible. Each sign was built to grab attention instantly and remain effective even from a distance or in passing.
Flyer: Prioritized quick-read content, focusing on Dan’s top priorities, a personal introduction, and a prominent QR code with a text-based backup URL.
Banner: I created a large-format campaign banner that stays true to Dan’s visual identity while using minimal, high-impact text for quick recognition and strong public visibility.
Business Card: Focus on making a strong first impression while keeping the reverse side practical and easy to read with all contact details & social media with simple layout, minimal text, and a quick way to connect online.
Campaign T-Shirt: A clean, bold design with the logo front and center for maximum recognition. Consistent colors and typography reinforced the brand, creating a versatile piece supporters could wear proudly at events and in the community.
Postcard: A clear, engaging design made for door-to-door outreach. Key messages stand out at first glance, with balanced typography, consistent branding, and smart use of space to capture attention.
Billboard: Designed to be bold and instantly readable, with strong typography, high-contrast colors, and clear messaging. The billboard reinforced Dan’s identity as an Independent Candidate for Ward 1 and connected quickly with people passing by.
DESIGN IMPACT & OUTCOME
After launching Dan Olesen’s campaign homepage, website traffic grew steadily, reaching over 9,000 page views and 4,500 unique visitors within two weeks. The average session duration of 3+ minutes and bounce rate under 65% indicate strong engagement and effective UX flow.
This project combined branding, UX, and storytelling under tight timelines without losing clarity or quality. It reinforced my belief that great design goes beyond beauty, it’s about connection, communication, and real-world impact. Design that connects people to values, not just politics.