Gabriela Santiago-Romero Campaign Identity
WITH GABRIELA SANTIAGO-ROMERO
Visual identify and brand system for Detroit City Council candidateThe Work Department partnered with Council Member Gabriela Santiago-Romero to design a new identity for her re-election campaign to Detroit City Council. Gabriela has built her career around organizing, policy, and public service, and she prioritizes putting people first in her work on housing, safety, and community wellness.
Gabriela wanted a visual identity that felt engaging, action-oriented, and rooted in her district. We created a design system that draws inspiration from Southwest Detroit, where she was raised, and from other progressive campaigns. The logo centers on a vibrant purple paired with warm golds. A small interchangeable icon reflects Detroit’s character and community pride. The icons include the Spirit of Detroit, The Fist, a Coney dog, a flower, a megaphone, a bird, and a star—each representing a different side of the city’s culture and collective spirit.
The typography combines Ramo, which echoes southwest Detroit’s hand-painted signs, with Neutraface, a clean, modern font linked to the city’s Art Deco history and Mexican design influences. The result is a look that feels bold, welcoming, and grounded in place.
We also developed templates for mailers, yard signs, and social media to keep the campaign’s look consistent across all platforms. Together, these tools give Gabriela and her team a bold and flexible visual language that reflects her leadership and her commitment to Southwest Detroit.