MAKING EVERY VOICE COUNT: A BRAND EVOLUTION
The Democratic Party has long stood for equality regardless of race, religion, gender, or sexual orientation — and for giving everyone a fair shot at the American dream. But after leading a comprehensive brand and competitive audit, it became clear that our communications weren’t fully reflecting those values.
The challenge: Our channels lacked the humanity and relatability needed to connect meaningfully with voters.
The opportunity: Reframe the party’s positioning to rise above the political noise moving past the mudslinging and sameness — to clearly show, not just tell, what we stand for.
Working with the broader team, we developed a people-first brand platform that put real lives, real voices, and real impact front and center. The result:
Record-breaking midterm voter turnout — the highest in U.S. midterm history
Stronger brand trust measured through post-campaign sentiment surveys
A unified brand voice across digital channels, creative assets, and on-the-ground initiatives
The renewed identity helped reestablish the Democrats as 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 - Driving Engagement:
One of the first priorities at the DNC was to bring the “I Will Vote” voter registration program to life with an actionable, engaging campaign. The team developed the “50 Reasons Why” initiative — a daily countdown to Election Day where each reason to vote highlighted Democratic values and key issues that were human centric.
To support state parties and candidates, a dedicated microsite was launched with customizable, downloadable graphics so local teams could tailor messages to their constituents. The campaign gained significant traction — even President Obama requested custom graphics, including an animated video that went on to receive over 2 million views in a matter of hours.
The day after the wildly successful Midterms, we released a series of graphics and video animations thanking our voters:
PRIDE
For the annual LGBTQ Gala in 2020, the focus was on honoring the people who shaped history and those driving change today. Marking the 50th anniversary of the Stonewall riots, the theme celebrated 50 years of activism by spotlighting the individuals and voices behind the movement.
With no budget but a passionate team, a moving short film was created that debuted at the gala, capturing both the legacy of Stonewall and the spirit of today’s LGBTQ activists. Throughout PRIDE month, the campaign expanded across digital channels, celebrating the real people leading the fight for equality then and now..
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.
FIGHTING FOR THE PEOPLE
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’s a government shutdown without a hero? To celebrate Nancy Pelosi’s badassery and fearless leadership during a high-stakes standoff, we created a bold, cinematic entrance video that introduced her at a major event. Later shared across our social channels, the video racked up over a million views, amplifying both her message and her moment.
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.