MATT FOR CAL
#3476-C
EN
Matt FOR CAL is the bespoke shorthand brand for Mahan for Governor, designed to connect with young voters through authenticity, humor, and real-life wit.
The following case study showcases its versatility across Instagram, print media, and merch.
Digital
The system uses Matt’s signature green color pallete to create a visual identity that is instinctively approachable.
By leaning into fluid, handwritten forms, the subbrand rejects stiff political aesthetics for human transparency.
It’s
the thumbprint of Matt, not the polish of a politician.
Print
The custom Mahan typeface powers signature lockups that command immediate attention.
The bespoke Mahan typeface embodies California’s resilience in a versatile, highly accessible design.Classic 90’s.
Built for total versatility, the typeface animates beautifully in high-engagement motion graphics yet stands as a commanding, bold display face in physical media.
Construction
So students know who Matt is before he even says a word.