Client
Jagmeet Singh

Services
Brand Strategy, UX + Visual Design, Art Direction, Photography, Video

Industry
Federal Political Campaign

Although his career now finds Jagmeet Singh at the helm of the New Democratic Party, his journey as a community champion and politician was one of humble beginnings. When strategizing for Singh’s campaign as party leader, one challenge consistently rose to the top: how can we encourage Canadians to accept a visible Sikh as the potential leader of their nation?

This challenge became our opportunity. Jagmeet’s lived experiences as a visible minority, his career as criminal justice lawyer, and community advocate was not just integral to his personal growth but the key to his story in becoming the New Democrat's next leader.

We knew early on that Jagmeet would take on the leadership of the New Democrats with a similar approach to his previous adversities: with Love and Courage. Channeling these experiences, we constructed a brand that emboldened his unique perspective and defining qualities.