CASE STUDY
Buy Local Campaign
The visual identity utilizes a rustic, letterpress-inspired typeface to evoke a sense of heritage, authenticity, and handcrafted quality. Complementing the wordmark is a minimalist tote bag icon, which serves as a functional symbol of local commerce. Nestled within the bag is a patriotic star, subtly anchoring the campaign’s values in civic pride and community.
VISUAL STRATEGY
Typography & Iconography
The visual identity utilizes a rustic, letterpress-inspired typeface to evoke a sense of heritage, authenticity, and handcrafted quality. Complementing the wordmark is a minimalist tote bag icon, which serves as a functional symbol of local commerce. Nestled within the bag is a patriotic star, subtly anchoring the campaign’s values in civic pride and community.
Color Theory
A vibrant green was selected as the primary brand color. This palette serves as a visual metaphor for economic vitality, sustainable growth, and the flourishing prosperity of the local community.
Branding
The visual identity utilizes a rustic, letterpress-inspired typeface to evoke a sense of heritage, authenticity, and handcrafted quality. Complementing the wordmark is a minimalist tote bag icon, which serves as a functional symbol of local commerce. Nestled within the bag is a patriotic star, subtly anchoring the campaign’s values in civic pride and community.
© 2026 Jena Merten