A visual language for disruptive Zoomers entering politics.

America's up-and-coming generation, nicknamed Generation Z or "Zoomers," is entering a professional and political world like none before. Anyone born after the turn of the millennium faces a society where digital communication crowds out "IRL" (in real life) and propaganda has reached a near-total state. The American Dream has faded both economically and civically.

The Bull Moose Project was founded by young activists and community leaders from this cohort of Zoomer politicos. Their mission: to revive the spirit of the Progressive Era and usher in a future-focused politics free from the dead consensus.

A Unique Aesthetic Challenge

One does not simply channel Teddy Roosevelt in the 2020s. The strength and vitality of the Bull Moose political movement has not been recovered in the intervening century. Only a visual return to the past–updated for the needs of the present—could spark BMP's revolutionary appeal to a more robust future.

BMP needed branding for a new website that was functional as a central hub for their candidate training events, announcements/commentary, and agenda/platform—while also possessing the strength and sincerity of the Roosevelt phenomenon. In addition, they needed brand-aligned design for their critical social media accounts and physical mailers/brochures.

History Be Our Teacher

The symbol of the Bull Moose is more than a clever name or a historical throwback like the Grand Old Party. It is a totem as poignant today as when millions of workers roared their protest in the streets and struck fear into the hearts of media elites and corporate magnates.

The Beck & Stone design team rooted through old newspapers, textbooks, and political ephemera from the progressive era to infuse the BMP rebrand with a fitting historical legacy. Research preceded design, and the designers drank deeply in these rich aesthetics to inform their unique solution.

The design team was careful to embrace the spirit of the past without merely copying its forms. The new mark and circular logotype hearken back to political "buttons" worn by partisans of the progressive movement. The background images are edits and overlays from real historic photographs and document scans. The multiple typefaces echo print newspapers from the turn of the 20th century.

Alongside these send-ups to the past, bold color palettes and minimalist page layouts afforded the iconic lettering and photographs immediate focus. The Bull Moose Project website serves as an aesthetic inspiration for candidates the BMP recruits to put their best foot forward in digital aesthetics.

Onward to Victory

The unique branding from Beck & Stone has contributed to BMP's rapid growth from a small startup nonprofit to a successful network of allied organizations: Bull Moose Project, Bull Moose Victory, and Bull Moose Foundation. They have hosted several fundraisers and networking events for candidates and young activists, published research and candidate resources, and will hold their first National Leadership Summit in the Spring of 2023, focusing on training first-time candidates on running for office.

Taking a political stand requires knowing where you stand and looking the part. Accomplishing something new requires fresh appeal through clear aesthetics and branding. Bull Moose Project has securely positioned itself as the leader in a new movement, rejecting ideologies that are ill-suited for the next generation of politics and restoring American traditions.

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