"ALWAYS RED"

The Popular Party is facing one of its greatest political crises. Currently, the party has not been able to win a gubernatorial election in Puerto Rico since 2016. As the oldest party in the country, a rebranding was needed without breaking the party's historical path.

For this, small focus groups and key interviews were conducted to determine the tone we could give to the new image of the Popular Party in view of the arrival of a new president. Final results redirected the processes to minimalist modernism.

Part of our focus groups and evaluations revealed that it was necessary to create a distinctive brand representation for new voters who do not identify with the party. In this case "PPD" for its Spanish acronym (Partido Popular Democrático) could spark curiosity in new voters.