Brand Designer & Creative Director

COVID-19 struck Wisconsin fast and fiercely. The only way to get through this was to work together. A brand was created to let Wisconsinites in every corner of the state know that to get our lives and the economy back on track, we needed to have each other’s backs.

We wanted the brand to feel like it was owned by the people of Wisconsin, not a government agency. The We’re All In name and logo were designed purposefully to be approachable and emotional, giving people a real sense of belonging, control, and empowerment over the pandemic. Bright colors were chosen for the brand palette to convey a sense of optimism and hope amongst all the negativity surrounding COVID-19.