Creative branding agency loyalkaspar decided to get political this election season by inventing the Third Party – a new political party set to break up the current stalemate. The branding and design project gave loyalkaspar the platform to explore how graphic design and branding could inspire understanding and change in our political system.
As party mascot, the team went with a chipmunk. “Chipmunks are notoriously restless, self-reliant and expressive. They value honesty and integrity in others. Not only are they resilient, but they are the perfect symbol to outwit a donkey and an elephant,” says CCO Beat Baudenbacher. To express the Third Party’s fresh approach, the team went with blue and green, signaling a new take on an old system. loyalkaspar also created shirts, buttons, and posters with the slogan – Now more than ever, democracy needs a third wheel – to bolster the brand.