For the People

kamalaharris.org

Kamala Harris For The People

We had the distinct honor of creating the brand, broader digital design system, website, and online store for Kamala Harris’s historic 2020 Presidential campaign.

A fearless campaign for an unprecedented election

We began working with the campaign just two weeks prior to the Senator’s campaign announcement, with no prior assets or brand in place. Through a fast creative process led by our team and collaborative iteration with the campaign, we were able to create a truly unique brand and website for what was hailed as a near-flawless launch.

We continued to work with the campaign and iterate on the brand, designs, and website between February and December 2019, when the Senator ultimately stepped out of the race.

Brand Approach

Connecting the past with the future

For our wild branding sprint, we did what amounted to an extensive amount of research on the Senator herself – delving into her background and her values. And through further conversations with the campaign, we ended up drawing a powerful through-line between Kamala Harris’s then-impending candidacy and Shirley Chisholm’s historic run in 1972 as the first African American woman presidential candidate in US history. Ultimately, we made the bold choice to pay homage to Chisholm — in addition to other creative references — through introducing a yellow tone to an already unconventional red and blue palette.

Our approach reflects a strong sense that the Senator is a no-nonsense fighter who isn’t afraid to “speak truth”. We drew further inspiration from typography-heavy boxing posters to suggest that connection.

Full website

Accessible to the broadest audience possible

For a campaign that needed to reach the broadest audience possible. We invested special effort in creating a website that hews closely WCAG 2.1 accessibility standards, loads quickly, and works exceptionally easily on mobile devices.

Full website

Accessible to the broadest audience possible

For a campaign that needed to reach the broadest audience possible. We invested special effort in creating a website that hews closely WCAG 2.1 accessibility standards, loads quickly, and works exceptionally easily on mobile devices.


Kamala Harris For The People online store

Over the course of our engagement we produced the following digital deliverables:

 

  • Visual brand
  • Online style guide with rules for typography, color, photography, logo usage, and more
  • Launch landing page with integrations for email sign up, donations
  • Fully custom website with deeply integrated fundraising and action tools
  • Integration with analytical tools including Google Tag Manager, Hotjar, and Yoast SEO
  • New tools for social campaigns (i.e. creating your own custom avatar)
  • Design of merchandise, creative direction of poster design, and design and build of online store
  • Web accessibility audit and improvements
  • Design, coding, strategy, and optimizations for sign up forms, donation pages, and more

A presidential campaign can’t afford to have a misstep when launching. Our initial website for the campaign launched publicly without a hiccup within seconds after the Senator announced her candidacy on “Good Morning America” in January 2019. The website drove a tremendous haul of $1.5 million in online fundraising in just the first 24 hours alone.

The connection back to Shirley Chisholm’s groundbreaking 1972 run for president was recognized by a plethora of media outlets, including CBS News and The Guardian – and successfully laid the foundation for the distinctive voice and brand of the campaign.

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