Building a political challenger brand

Other candidates' brands felt like clip art. Safe. Templated. They don't make you feel anything. Meanwhile, Hetal Doshi has the audacity to run towards the fire. She's taking on the biggest bullies and winning. Building a movement for economic opportunity and freedom. In a crowded field of weekend hike logos, there was an opportunity to stand out. The campaign needed an identity with actual personality.

"'Hell yes for Hetal' became the rallying cry for a campaign that proves fighting for ordinary people shouldn't look like everyone else's safe bet. We built a badge system that uses Colorado's colors and elements, but makes them feel alive. Intentional. Like they earned their place. It's a stamp of approval that conveys justice and fire while maintaining the gravitas needed for Attorney General.