Branding

 

Obama for America

From February to May 2011, I worked at the Democratic National Committee in Washington, D.C. Over those three months our small team conceptualized, developed, and launched the 2012 Obama re-elect campaign. Following the campaign launch I moved to the Obama for America Headquarters in Chicago for the remainder of the campaign. I began with staffing the creative team, working on daily design needs, rapid response graphics, mobile apps to empower citizens, and executing large site experiences such as the Obama for America online merchandise store, and the Gotta Vote online voting rights portal that aimed to help voters overcome new ID and polling place requirements across the country. And always, designing when feeling inspired by Barack Obama.

 
Obama for America Headquarters Opening Day, Chicago, IL

Obama for America Headquarters Opening Day, Chicago, IL

 

Branding Obama for 2012

How would the 2008 Obama logo evolve for the re-elect campaign? The importance of that assignment weighed heavily on our mouse pads. We developed over 15 different concepts and brand boards.

Logo Concept A: Open Movement

One of three finalists, this concept used a custom treated version of Gotham to create the 2012 logo, with subtle outlined shadows, evoking a letterpress or Linotype machine. The mark was friendly and open, and had a distinct and memorable look. 

 

Concept Brand Board

 
 

Logo Concept C: Measured Strength

Ultimately the chosen concept, this variation introduced a bold and highly visible 2012 mark with custom Gotham Black Slab Serif.

 
 

Design process lead by Matt Ipcar, Executive Creative Director at Blue State Digital

 
 
Biden Visits Campaign HQ and recites Irish poetry while standing on a desk

Biden Visits Campaign HQ and recites Irish poetry while standing on a desk

Watching results roll in on election night

Watching results roll in on election night

Getting a hug from Obama: The day after election night Obama stopped by to say thank you

Getting a hug from Obama: The day after election night Obama stopped by to say thank you

 

All photos by Christopher Dilts

 
 

Daphne is amazing—not only is she an incredibly talented designer, but she's wonderful to work with. I was lucky enough to hire Daphne to work at the DNC just as we began working on the launch of Obama's 2012 campaign. The work was challenging and intense, to put it mildly, and the hours were ridiculous. Throughout it all, Daphne delivered gorgeous and innovative work, always on time and with a smile.

Her intelligence, innate sense of good design, and openness make her a great natural leader. Always kind and respectful, I watched her offer helpful design suggestions to junior colleagues and defend strong design to leadership; the work our team produced was better because she was a part of it.

I highly recommend Daphne, and would love the chance to work with her again someday.

Karen Heileson | Sr. Visual Designer at Vulcan, Inc.