Client: Jeremy Cooney for State Senate
Services: Creative Direction, Graphic Design, Illustration, Campaign Design, Production Consultation
Tools: Adobe Illustrator, Adobe Photoshop
Industry: Political Campaign / Public Affairs
When New York State Senator Jeremy Cooney’s campaign team approached me about creating a volunteer appreciation tote bag, the brief seemed straightforward: design something memorable that volunteers would actually want to carry. As the project evolved, so did the creative challenge and it became less about the candidate and more about his vision. The tote needed to communicate a set of ambitious policy priorities while feeling optimistic, modern, and distinctly local.
I developed a concept that combined Rochester iconography with bold, accessible typography and custom illustration. The design features the Mercury statue atop Rochester’s Aqueduct Building, a recognizable local landmark that symbolizes movement, progress, and ambition. The campaign’s “Dream Big” message became the focal point of the composition.
Throughout the process, I worked through multiple rounds of concept development, illustration refinement, typography exploration, and production considerations to create a design that balanced message, brand, and usability. I also consulted on production, recommending a union vendor with USA-made products for production.
In the end, I successfully shifted the focus of this project from an individual candidate to a broader vision for New York’s future while maintaining a strong connection to Rochester and the local community.
