Overview
The 2020 Presidential election is coming up in less than a month as of October 2020. Participating in the election is a crucial part of a civic duty, as the outcome of the election will shape the government for the next four years. But the president is actually determined by the Electoral College. So is it necessary for people to participate in voting? The simple answer is yes!
Goal
The goal of this project is to design a non-partisan campaign that encourages people to vote  the 2020 Presidential election.
Timeline
2020, 6 weeks
In Collaboration with
Studentvote.org, a sub-organization of Student PIRG
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1. Research
Who is Studentvote.org?
Studentvote.org is a non-partisan organization that promotes voting among college students. The organization is made up of people who believe that democracy is truly reflected when everyone participates in the election. Studentvote.org helps young adults navigate the process by providing a step-by-step explanation on how to vote (in person or by mail) depending on the state.
For this project, my classmates and I had the honor to collaborate with Sarah Shames from Studentvote.org to promote voting among young adults. Check out the website here. :)
Target Audience
The target audience for this project is young adults who are unmotivated to vote because of the Electoral College. The electoral college is a voting system where the president is elected by the electors instead of the popular vote. This system is designed for the state votes (each state is represented by the electors, which is the combined number of the senators and the house of representatives) to be all-or-nothing except for Nebraska and Maine. The candidate becomes a president when they win the majority of the election — 270 out of 538 electoral votes. Although it is an unspoken rule that the state would vote for the winner of the popular vote, a lot of the states do not have control over whom the electors will vote for the election. There have been many efforts to reform the system, but many young voters are disappointed that their vote does not have a direct impact on the election. 
To motivate the disheartened voters, my campaign is centered on explaining how the electoral college actually works, what kind of laws and regulations are present or forthcoming to work around the system, and why young voters should still vote.
Concept
The concept of my campaign is voices as shapes. Each shape is different, similar to how people have different opinions. Some voices promote allyship by standing next to each other. Some voices are quiet and some are loud. (You may say some voices are too loud.) But on the election day, they all have the same power to voice their opinions!
Because the content of the campaign revolved around the extremely-complicated Electoral College, I wanted the visuals to be lighthearted and cute. I wanted to create a safe, inviting space for the viewer to slowly engage in the material; I did not want to overwhelm the viewer by punching them with statistics or facts.

Brand Guideline

Brand Guideline
Based on my concept, I designed a brand guideline with the patterns, logo lockup, set colors, and a typography. This branding language is used throughout the campaign, from the video to social media posts to merchandises.
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2. Campaign Video

Final campaign video under the concept of voice as shapes

Campaign Video
Above is the final video for the campaign. It consists of three parts: the part to explain the overarching concept of "voices," the interjectory part of questioning whether someone should vote when the Electoral college is present, and a final part on why people should vote. I had a lot of fun scripting, recording, and designing the video.
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3. Social Media Design

Facebook Profile -- Click to view full screen

Facebook Page Design
As a part of the campaign, I designed a Facebook page with informations to direct students to studentvote.org. For the Facebook page, I designed the advertisement, profile picture, and the banner. (Other images drawn from the Instagram post. See below.) It was a fun experience drawing the elements from the video to create social media assets. 

Instagram Profile -- Click to view full screen

Instagram Posts Design
As a part of the social media assets, I also designed 9 posts for Instagram. Similar to the Facebook  graphics, I drew elements from the video and referenced the brand guideline to design a continuous look throughout the campaign. 
There are three main categories of posts: informational, conversational, and visual. I created a variety of posts to visually engage the viewer but also want to them to click through each post and see what they are about.
Expanded images of the Instagram posts
Instagram Posts: Expanded
I wanted to expand and highlight the type of content that I have written inside some of the Instagram posts. How much do you know about the history of voting rights? How can you volunteer on election day? I hope these information are helpful to the viewer. 
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4. Campaign Merchandises

A tote

A tote for you on the go
Most college students are extremely busy and are rushing to one place from another. I designed a cute little tote bag for students to never loose their belongings when jumping around places. It is an extra plus because it reminds people to vote on the third of November. 

A phone case

A VOTE phone case
College students and their phones are quite literally never detachable. I designed a phone case since students will always get a reminder to vote (or register to vote) when they have carry around their phones in this cute phone case. 

A set of stickers

A set of cute stickers
I had witness many times where students would have cute stickers on their laptops or water bottles. To reflect this culture, I designed a set of stickers that reflect the brand language. Some of the stickers have a big emphasis on delivering the message, while other stickers are more discrete and can be applied in non-voting context.

A set of postcards

A set of postcards, with love
In the mockup are a set of postcards that I have designed for this campaign. I took advantage of the cute visual style and also designed a coloring postcards for people to color. These postcards could be drawn by little kids or by adults, and be sent to their loved ones to encourage them to participate in the upcoming election.
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5. Reflection
It took about six weeks to design the campaign from the scratch. I am impressed with how much I can achieve in a short timeframe and how much more I could be doing if I had more time. After deciding on the final concept, I had a lot of fun designing and combining the elements to make a one cohesive brand language. My favorite part was designing the Instagram graphics and deciding its presentation to create a visual harmony of the graphics. I would love to do more branding work in the future when I have the opportunity to do so!
This project was featured on CMU Design's website.
Check it out here!

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