Warren for President

Within the campaign, I worked within established guidelines while also pushing the brand further by defining opposition brand guidelines, state collateral, and other special projects. Working on Elizabeth Warren’s campaign taught me the importance of good leadership at all levels of a team while also honing in on specific audiences.

Our design team was able to work on more branding projects than a traditional campaign because each of our policy plans would get a personalized subbrand and rollout. Each designer worked on a brand direction for each selected plan. We would then critique and collaborate based on the presented directions. 

National Literature + Print Collateral

We created a modular system for personalized literature pieces to be easily digestible as one picked up the material. The nostalgic use of forced justified type alluded to typeset newspapers and letterpress work. 

Setting up production files and working with different state's vendor requirements became a responsibility for each print piece.

Social & Digital

Working with the campaign's social was an opportunity to incorporate powerful excerpts from Elizabeth's speeches into small shareable compositions. Using clean type, we were able to quickly present excerpts from speeches and debates. 

Special Projects

John Legend Event

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This is a commemorative poster for series of events leading up to the South Carolina primaries featuring John Legend. We looked to mid-century jazz posters for inspiration while we leaned into our secondary color palette. It was important for these visual assets to inspire and celebrate our time in South Carolina.

illustration: Grace Abe

Campaign Opposition Brand

The opposition brand was developed to be a complete contrast to the Warren brand. Lose kerning, wide leading, choppy cutouts, and a low contrast color palette were used to lack professionalism towards bad actors.

© 2021 by Morgan Searcy

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