Rachel Reese was running for her second term as mayor. Whilst she had a strong supporter base we needed to expand that support to other demographics. To do this we created a new ‘Rachel Reese Brand’. We started by creating a strong typographic identifying mark that could be used with or without the Nelson Mayor 2016 tagline. Coupled with some strong photography we were able to show that whilst Rachel was a strong leader she was also just a normal person like the rest of us. So we took pictures of her walking along the Maitai river, shopping in the greengrocers and chatting with a friend over coffee. We used a mixture of these images throughought her campaign and the result was a friendly and more approachable face we could all relate to.