POLITICAL DESIGN

Although each project was different, the design challenge was almost always the same: inform, influence and persuade voters to support and ultimately vote for the candidate on or before Election Day.

The specific target audience differed from piece to piece as we worked with many candidates spread across all 50 states. The over-arching target audience was individuals of legal voting age in the United States. In some cases the specific target audience was swing voters or those who were on the fence about who to vote for. The target audience was occasionally individuals already politically aligned with the candidate but may not have been made aware or informed of the candidate running.

While working at Majority Strategies I worked on hundreds of pieces in political advocacy. The solution was creative messaging through the medium of print, digital and mobile advertisement. Some pieces used exaggerated and heavy visual imagery to evoke an emotional response in voters while other pieces were simple and concise to get the candidate’s point across to his or her constituents. In all cases, the candidate’s name was the highest priority in both the text and imagery hierarchy. By making the candidate’s name the focal point of the piece, it forced the viewer to be drawn to and aware of the candidate’s name which is important for voting. Most projects had a CTA regarding voting. All voting information was made large and legible to encourage the viewer to get out and vote for the candidate.

All examples shown are public-facing and are from the 2024 political elections.