The We Group has developed brands across multiple sectors and segments of business and society. With Tulsi, We established a presence in American politics.

Most Americans are becoming increasingly dissatisfied with the current political landscape. The further stress caused by increasing inflation partisanship has made matters worse.

Historical moments like these demand a public figure who embodies a rational and clear-headed insight and perspective. They help remove confusion and provide clarity for a populace struggling to navigate the terrains of polarized ideologies and conflicting information.

The We Group recognized that the wider American public consciousness had developed a favorable perception of Tulsi Gabbard precisely because she embodied the clarity and rational thought process most American’s were struggling to find in contemporary political culture. Thus, the We Group’s branding strategy sought to highlight this universal and irreducibly human element to Tulsi's ethos.

From a storytelling perspective, this required highlighting the principles integral to Tulsi’s philosophy. This included moral, political, and social principles that enable your average person to foster a relationship with a public representative outside of the need to agree on specific public policy issues.

Identifying those principles and developing a coherent storyline was a relatively smooth process given Tulsi’s extensive work with the armed services and other social and humanitarian initiatives. But the second and more specific task included branding Tulsi’s podcast.

The Tulsi Gabbard team launched The Tulsi Gabbard show featuring topics extending beyond just politics. Tulsi and her team approached We® to name and brand Tulsi Gabbard online and The Tulsi Gabbard Show. The Tulsi Gabbard Show is where Tulsi's shares her candid thoughts on a wide range of issues, along with intriguing conversations with guests from all walks of life.

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For the Podcast, We® set out to design a logomark that communicates and embodies Tulsi's sharpness, intelligence, and authenticity while preserving that fun, contagious and bright personality she's unable to hide.

We landed on a memorable, identifiable and exciting wordmark that screams entertainment and contains a boldness that matches Tulsi herself.

In the end, the Tulsi brand has the universal appeal necessary to impact all segments of society, and The We Group sought to highlight this element in all aspects of her branding strategy. Don't forget to tune in.