James Armstrong is a Portland city council candidate who wanted his branding to acknowledge that he was a small business owner without an overly obvious nod to his craft (optometry). Along with experimenting with some of the iconography he mentioned he was drawn to (baseball memorabilia, Portland bridges), I dove deep into research about how small business owners were represented visually. We ultimately landed on a design inspired by the name badges embroidered on workwear uniforms worn by many blue collar workers, a nod to his pro-labor background and small business know-how.

Work completed on behalf of the Stuart Collective.