2020 BRAND EVOLUTION
One of the strongest beliefs of the Democratic Party is that of equality on all fronts — despite race, religion, gender, or sexual orientation. It’s a core belief that sets us apart from the GOP. Everything that we stand for ladders up to putting people first and giving everyone a fair shake at the American dream.
However, after spearheading an in-depth brand and competitive audit, one thing was clear — we weren’t doing a good job of showing it. Our channels generally lacked humanity and we weren’t giving people a relatable reason to connect with us.
Today, more than ever in our disenfranchised and divided nation, filled with broken promises, lies, hate, bigotry, bully tactics, and a selfish regime, I saw the opportunity to infuse a breath of fresh air in the political sea of sameness by putting the people front and center (externally and internally). With that came the core positioning that the Democrats are the party for the people. All the people.
Below is an example from the new website along with examples from the previous site.
I WILL VOTE
GOTV
My first task at the DNC was to create an actionable campaign around the DNC’s “I Will Vote” voter registration program. Centered around democratic values and our platform, we created the “50 reasons why” campaign where every day another reason to vote was shared out on our channels in a countdown to Election Day. For our state parties and candidates, we created a microsite (below) with downloadable images to put out on their channels. This allowed democrats to drill down on a local level which issues were most relevant to their constituents. Even Obama got in on the action and requested some custom graphics of his own, including an animated video which received over 2 million views.
The day after the Midterms, we released a series of graphics and video animations thanking our voters:
PRIDE
For our annual LGBTQ Gala this past June, we centered the theme around the 50th anniversary of the Stonewall riots by celebrating 50 years of activism. Below is a short that debuted at the gala along with some examples of content we put out celebrating todays activists in the LGBTQ community throughout the month of PRIDE.
GLITTER “D” LOGO
For the month of Pride we alternated between a rainbow custom logo and a trans theme colored logo to show our support and commitment to the LGBTQ community.
Every day throughout the month of pride we featured a different LGBTQ leader from the Democratic Party on our social channels.
DNC staffer modeling “Democratic Pride” tee. This image is part of an effort to replace all merchandise photographed by itself on seamless with staffers showcasing it in environments to bring more humanity to the store.
WALLPAPER
Custom wallpaper was distributed as part of our SMS program.
ISSUES
TRUMP SHUTDOWN
Government workers affected by the shutdown wanted to share their stories with us, but they didn’t want their identities revealed in fear of losing their jobs. The next best thing was to hear their stories. We recorded four stories that were rolled out on the same day as the State of The Union address pointing out “The Real State of The Union”.
What the opposition had to say:
What government shutdown is complete without a hero? To congratulate Nancy Pelosi on her badass managing of the President, we created a badass entrance video to welcome her onto the stage at a large event later to be pushed out on our social channels receiving hundreds of thousands of views.
PEREZ ON THE NATIONAL EMERGENCY
While Trump declared a national emergency to build his wall, we reminded people of the real national emergencies that need tending to.