Hillary for America

Role: Design lead
Team: Jennifer Kinon, Hanah Ho, Linda Shirar, Kirt Blackwood, and the HFA design team

I was the last designer to join the HFA design team, three months before Election Day.

Our goal in those final weeks was to get everyone out to vote. To do that, we needed to build a mounting sense of urgency and excitement.

My job was to lead the design team in developing and executing an exuberant brand escalation that culminated on Election Day. We wanted to get people to the polls, but we also wanted to sweep them up in the excitement and pride we felt about our candidate and the progress she would create (and represent) for our country.

 
 

So we coordinated with stakeholders across the campaign to map out all the key moments and messages we could take advantage of, for every battleground state and media channel.

 
Mapping out key GOTV moments with stakeholders across the campaign

Mapping out key GOTV moments with stakeholders across the campaign

 

The concept we came up with was simple: we took the arrow from the H logo and gave it a meaning: Take action. Go vote. Tell everyone you know.

 
 

We added a bunch of arrow styles to represent the diversity of the American people, and we made them super patriotic. 

 
Screen Shot 2017-06-20 at 10.35.57 PM.png
 

We developed some guidelines (i.e. no arrows directly surrounding HRC, it’s undignified) to enable our team of 15 designers to consistently implement the system across everything we made as we churned out hundreds of new graphics daily.

The arrows became characters in a story that evolved daily as we broke our own rules, experimented with new ideas, put them out into the world, and saw what got people’s attention.

Phase 1: voter registration countdown

As state voter registration deadlines approached, we started unleashing the arrows across social graphics, increasing the speed and volume as deadlines approached.

 
Voter registration countdown social graphic

Voter registration countdown social graphic

 

Phase 2: early voting countdown

For early voting deadlines in battleground states, the arrows started forming other shapes, appearing in ads, and popping up at polls and rallies.

 
Early voting countdown social graphic

Early voting countdown social graphic

 
 
Early voting Facebook and Twitter ads

Early voting Facebook and Twitter ads

 

Election Day countdown

And as Election Day approached, we aimed for total saturation, with patriotic shapes and a persistent stream of arrows across all our digital media.

 
Platform picker site

Platform picker site

 

Our goal was to get out the vote. And while there are many stories to tell about Election Day, I’ll end with this one: 65,844,954 people heard that call, sweeping the popular vote.