When Vice President Kamala Harris launched her bid for President, just after Joe Biden stepped down from the US 2024 election, not only did she raise $200 million in donations in one week, but in the first 24 hours she’d released a fully fledged campaign, with new logos, merch, social media and print assets, a website and even a video.

“There’s been a lot of work done behind the curtain and speed and timing has been essential,” says Teemu Suviala, global chief creative officer at Landor, noting how few branding projects require such an incredible turnaround. “But in order to build momentum, you have to go big and faster, and enter into culture.”

For brands looking on, Suviala believes there are several valuable lessons they can take from the cut through Harris has so far achieved. The first is about stabilising your base and delivering on that stability. The creative references Harris’ chosen logo as an example of providing that steadfastness through continuity.