video edited by Lizzy Barrett
Why A Rebrand?
When I arrived to Voter Formation Project they already had an established brand but the paid digital advertising wasn't restricted to that branding. The organization wanted to be flexible in look in style in order to adjust creative for performance. While flexibility is necessary I wanted the team to be able to also create with consistency to better connect with our target audiences and for production to remain efficient.
Speaking to a black audience
It was important to create a brand that spoke to one of our target audiences in a way that felt welcoming and familiar. We wanted to it to feel like our content was something that could come from any of the other sources that they care about and is a part of their everyday lives. Voting and politics should feel as natural as any other act of self care or empowerment.
This color scheme mixed just the right amount of depth, warmth, and color pops to address the long and complex history Black folks have with this nation. The typography (Obviously & Arsenica) gave us the opportunity to be bold and familiar mixing blocky sans serifs with serifs that felt more personal. This gave our designers a structure to work within but enough flexibility to make each design unique.
graphics created by Tiarra Lucas
Speaking to a Latinx Audience
For our Latinx programming at Voter Formation Project in 2024 we wanted to focus on a brand that felt vibrant and rich. Our work with the Latinx audience was primarily centered in Arizona where much of the population has origins in Mexico. Because of this we focused our branding inspiration on centering art styles that speak to Mexican heritage and culture.
For the Latinx programming we wanted to lean into brighter and more vibrant colors to reflect the colorful art in Mexican and Mexican American culture. For typography we used two bold fonts (Rooster & Obviously) that paired well with the boldness of our color scheme. This once again gave our designers structure but flexibility in how they executed work for the audience.
graphics created by A'lysia Alcorn