Amy McGrath for Senate
Digital
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art director. graphic designer. creative strategist.
Client
Amy McGrath for Senate
Project
General Campaign Branding
Role
Graphic Design
Art Direction
Credits
Brand identity created by Champions Design
Animations by Mariah Marasco
As the Creative Director for Amy McGrath’s 2020 Senate campaign, I was given brand guidelines, fonts and a logo package, and was tasked with building out a comprehensive brand identity across all print and digital media.
In the summer of 2019, I was working as a freelance designer in New York City when I learned that Amy McGrath was launching her Senate campaign against Mitch McConnell in Kentucky. After following Amy’s inspiring Congressional run in 2018, I knew I wanted to dedicate my time, energy, and creative skills to one of the most important political races in the country. I felt there was no greater or more important cause than working to unseat Mitch McConnell. Several cold emails and video interviews later, I joined the campaign in Lexington in November 2019.
Print & Merchandise
The overarching goal for the
campaign brand was to fuse the ideas of strength, trust and consistency with hope, energy and approachability (all of the qualities Amy embodied). This carried over into printed and digital materials through extended, but
controlled and well-defined, color
palette, typography, illustration styles and image treatments.
Digital Ads & Social Graphics
The goal of the campaign’s digital
advertising and social graphics was to be informative, eye-catching and hopeful, while staying consistent with the core brand and messaging for
the campaign. This was especially
important due to COVID-19; we were reaching more voters online this
cycle and every asset created needed to serve as a visual reference.
Creation of dynamic, relevant and
engaging platform-specific content led to a 70K follower increase on
Instagram and 400K follower
increase on Twitter from my start
with the campaign.
