background
The Maine Democratic Party was looking to showcase its commitment to fighting for working class Mainers. Maine was suffering from a brand more attached to the national Democratic brand than the uniqueness of the working people of the state.
objective
With an emphasis on what makes the state unique, we made the branding and all digital assets instantly recognizable and accessible. With the national spotlight on Maine this election cycle, we needed to meet the moment, set the state party apart from the national party brand, and help capture the momentum.
timeline
Initial Brand Development
Web Development Begins
Brand and Messaging Build
Brand and Messaging Finalized
Website Designed
Web Development Start
Launch Material Design Start
Web Development Finalized
Brand Soft Launch
Brand Hard Launch/MDP Convention
stats at a glance
31
webpages
16
COUNTY PARTY BRANDS
17
INITIAL MERCH PIECES
3
PARTY PRIORITIES
1
NEW PARTY STORY
messaging
Which Side spoke with Mainers on the ground and concluded that the party needs to address the real pain being felt by the working class people of the state. Mainers are desperate for leadership focused on clear solutions to real issues. This feeling underpinned the brand message shift, and Which Side focused on narrowing the party’s top priorities to Cost of Living, Health Care, and Environment to reflect this.
The logo has changed focus to the state motto Dirigo, ”I lead”, with an outline of the state and the scroll being the primary elements. The word Dirigo is replaced with the word “Dems” on this scroll, showing that the Democratic Party is taking the lead in addressing the pain felt by Mainers.
branding
Which Side aimed to design a new look for the Maine Democratic Party that not only set it apart from the national party, but was also quintessentially Maine. Elements of what the state is famous for, such as its rocky coastline and dense forest, were used in custom brand illustrations.
web design
Which Side rebuilt the website with an emphasis on user experience and navigability. Priorities, voter information, and other important resources were designed to be easy to find. Which Side also added new features like a customizable accessibility plugin and multiple language options to ensure all Mainers can easily access the information they need.
Which Side created initial print materials for the Maine Democrats, including a double-sided launch rally signs, business cards, and more. These were used to inform and present the rebrand at the convention.
merch
Which Side designed fourteen pieces of merchandise for the party, including shirts, hats, mugs, and pins, featuring phrases like “Fiercely Independent, Proudly Democrat” and “Moving Mountains since 1954” (the year the MDP rose to prominence in Maine).
County Party Logos
Which Side prepared brands for the seventeen county parties, incorporating them into the state brand. Each county received branding including logos, fonts, colors, and letterhead.
Launch & 2026 State Party Convention
Which Side officially launched the rebrand at the 2026 Maine Democratic Party State Convention. This meant creating and placing print materials throughout the event area, including signage on the doors, walls, and podiums. The new branding covering every corner of the convention hall signaled a new era for Democratic politics in Maine.
Tim Walz presenting at the MDP convention with a podium featuring the new MDP brand that WSD created.
Presentation & Training
Founding Partners Colton and Josh gave a presentation and training to party leaders and stakeholders that presented the rebrand and focused on building county party support. At the end, Which Side partners answered questions from county party leaders, members of the public, and the press.
Support You Deserve
When you choose Which Side, you get the best work we can provide every time. Whether it be design or any other of our countless packages, we have what you need to take your operation to the next level.
