The "Stand for…" side of the campaign uses strong, typographic messaging to convey a sense of empowerment and purpose. The large, confident lettering against a solid background colour ensures high visibility and immediate impact. This design speaks directly to potential candidates, inviting them to take an active role in shaping their community.

In contrast, the "Vote to…" campaign introduces drawn character illustrations to create a more personal and relatable tone. These characters serve as visual representations of the community—diverse, approachable, and engaged. The use of vibrant colour highlights and playful details (such as rainbow socks) stem from Vote Murihiku’s branding as well as adds warmth and personality, helping to foster a deeper emotional connection with voters.

Both sides of the campaign are unified by a consistent layout structure, modern type treatments, and a clear call to action, directing viewers to the official election information website. The campaign identity integrates Southland District Council’s brand with the “Vote Murihiku 2025” initiative, reinforcing local pride and civic responsibility.

The overall goal was to create a campaign that is not only eye-catching and memorable, but also inclusive and community-driven—reflecting the values of Southland and encouraging genuine public engagement in local democracy.