Arielle Kayabaga
Arielle Kayabaga is a passionate community leader in London, Ontario and the first Black woman ever elected to London City Council. She has also been elected as a Liberal MP in London-West. Strong, compassionate, and resilient are just a few words that describe her.
Before running for the Liberal nomination, I worked with Arielle to develop her election logo, brand, and website as City Councillor. Since she is now championing her position as a Liberal MP, the logo and website is no longer in use. But, it’s a project I was very proud to work on.
Client
Arielle Kayabaga, City Councillor
Location
London, Ontario
Services
Brand Identity, Logo, Web Design
My Approach
The Challenge
The goal was to design a bold, empowering brand identity for Arielle’s election campaign in London’s Ward 13. It needed to authentically reflect her energy, values, and deep connection to the community. A key part of the brief was to integrate visual elements inspired by Burundi culture, honouring her family’s roots and journey from a country impacted by civil war. The challenge lay in balancing these deeply personal cultural motifs with a modern, approachable design that would resonate with London residents and stand apart from traditional political branding.
The Solution
To capture Arielle’s passion and leadership, I developed a strong, vibrant logo system centered on empowerment. The design expands on her previous purple and yellow palette, refining it into a cohesive visual look that feels both optimistic and rooted. The hand-drawn logo incorporates subtle Burundi-inspired patterns, bringing a meaningful personal layer to the design.
Beyond the logo, the overall brand identity was crafted to feel inclusive and relatable, something Londoners could see themselves represented in. The resulting look works across digital platforms, apparel, posters, and pins, creating a campaign presence that feels strong, authentic, and trustworthy.
Website Design
Below is a preview of the campaign website, designed to clearly communicate Arielle’s platform, values, and dedication to London’s Ward 13 community. The site features an accessible layout that highlights her key commitments, shares local updates, and connects visitors to upcoming events and volunteer opportunities. A dynamic blog feed keeps supporters informed and engaged, while bold typography and the purple-and-yellow palette reinforce the campaign’s confident, forward-thinking identity. Together, these design elements create a cohesive online presence that’s both professional and approachable.
The website was fully optimized for seamless use across all devices, ensuring a smooth and engaging experience on desktop, tablet, and mobile. Accessibility and usability were key priorities, allowing residents to easily navigate Arielle’s platform, updates, and contact information no matter how they accessed the site. In addition, a built-in French translation feature enabled visitors to view the entire website in either official language, reflecting Arielle’s commitment to inclusivity and accessibility within her diverse community.
Next, I’ve featured examples of the logo applied across campaign merchandise, including t-shirts and buttons. These applications highlight how the brand identity maintains its bold, cohesive look in both print and digital formats, and builds strong visibility and recognition in the community.
Final Logo & Website for Election Campaign
I really enjoyed bringing this brand identity and website to life and seeing the vision come together so cohesively. Below, you can view a video preview of the home page in action. It was a pleasure collaborating with Arielle, and I’m proud to see her representing London in Ottawa. You can follow her journey on Instagram or Facebook.