Client
TAG Strategies
My Role
UI/UX Designer, Brand Designer
Deliverables
Brand Identity, Brand Guidelines, Website UI/UX Design
Industry
Political Marketing & Consulting
TAG Strategies is a political marketing agency that wins campaigns. They raise money, run hard, and consistently outperform in races that other firms won't touch. The track record was there. The brand wasn't keeping up with it.
TAG 2.0 was a full reset. New visual identity, a brand guide to back it up, and a website redesign to put it all in front of the right people. The ask was simple: make the brand feel as sharp and confident as the people running it. Not a refresh, a reinvention.
I led the UI/UX and design work alongside the internal team, building the brand system from scratch and carrying it directly into the site.
Direction
TAG's team is young, aggressive, and results-obsessed. They win races their competitors won't take seriously, and they do it by outworking and out-thinking everyone else in the room. That energy had to be the foundation of the new brand. Not aspirational. Just accurate.
We started by throwing out the political industry playbook. No stock photo patriotism, no navy and gold, no visual language that could belong to any other firm. What we built instead was sharp and editorial: bold monochromatic type, tight geometry, and a palette that felt more like a forward-thinking creative agency than a traditional consultancy.
Because at the end of the day, that's what TAG actually is.
Brand Guide / TAG 2.0
Brand System
Before touching the site, we locked down the visual language in a full brand guide. Typography, color, logo usage, grid principles, tone of voice. Everything in one place so the identity could scale without getting watered down.
The guide gave the team a shared foundation to build from and gave the client something real to carry TAG 2.0 forward with, well beyond the initial launch.
Website Design
With the brand locked, the site became about execution. The goal was a page that felt like it was built by the same people who win campaigns. Fast, deliberate, no wasted space.
Big type, strong hierarchy, and a layout that surfaces the track record immediately. Someone landing on the site for the first time shouldn't have to dig around to understand what TAG does or why it matters. That should hit them in the first few seconds.
Every section has a job. Prove credibility, explain services, make it easy to reach out. Simple as that.