Canvassing – whichever end of the exchange you’re on – can be tedious. Calling strangers is hard. But texting your friends? That’s fun, easy, and casual – especially when you can feel good about doing it.
We partnered with Vote Rev Action Fund to develop a brand and website for their Invite Every Voter campaign. The foundation of this campaign is a powerful tactic called Site-Based Vote Tripling, which targets hard-to-reach voters. Site-Based Vote Tripling is a relational, friend-to-friend strategy proven to be effective at mobilizing participation in democracy. Canvassers encourage passersby to text their friends reminders to vote at that 1:1, personal level.
Sending a Clear Message through a Logomark
The final logo design reflects both the collective power of voting and the personal nature of texting friends. Each bubble holds its own individuality with unique quirks, yet is a part of the whole as the shapes merge and stack together. A little heart reaction in the corner references the literal user experience of text reactions within our cell phones and also the warmth of receiving messages from loved ones. The V in “voter” transforms into an activating checkmark.
More than Just a Logo
We gave life to this new brand with a bright design package that conveys ease and familiarity through a poppy color palette, a modern set of emojis, and an all lowercase type treatment. Invite Every Voter’s primary audience is potential canvassers from all walks of life, so the visual language needed to be immediately and universally recognizable. The complexities of the tactic are distilled in a quick and digestible fashion through rounded text boxes and emoji reactions.
The brand expands and flexes in a variety of ways. The logo’s message bubbles serve as pattern elements and containers for images and copy to further storytelling. A circular, bitmapped texture adds layers of depth in the backgrounds of headlines and collaged cut-outs– a subtle nod towards themes of explosive growth and impact. Emojis layer and bounce across layouts to actuate space. All of this and more came together in a thorough and accessible brand guide.
Making it Happen
Our Archie platform met the lighting speed needs and energy of Vote Rev with an easy-to-use, flexible system of components. The site hit the ground running in mere days. The Invite Every Voter campaign is all about canvassers making it happen: stopping people and asking them to pause, pull out their phones, and text their friends reminders to cast ballots. We also had to make it happen by rising to the occasion and designing, building, and launching a website as fast as possible.
We rallied around the website’s key goal: to raise awareness of the Site Based Vote Tripling tactic and spark people to participate in the election.
People First
Human-centric photography throughout the page highlights the in-person nature of canvassing interactions, brought to life through custom collages with our signature emojis. The Invite Every Voter campaign’s tactic is people- first, and the resulting site design reflects the same values.
