Politics can be exhausting, but it’s essential to engage in order to achieve the outcomes people need and deserve. This brand was created to reach an audience that feels fatigued by the constant political back and forth. Our goal was to make them feel seen and understood. Rather than relying on political jargon, we aimed to create a tone that felt more like a friendly conversation with a neighbor—or a comforting visit to Grandma’s.
To evoke that feeling, we leaned into patriotic themes and nostalgia—calling back to a time when it felt like we all got along. We aimed to acknowledge that longing, while also educating our audience on how current political dynamics are making that vision of America increasingly out of reach. I served as the art director for the brand and led the process of conceptualizing the name, Courage for America.
The Courage For America Bus Tour
The Courage for America: Back Off Our Benefits Bus Tour was a nationwide campaign aimed at engaging Americans in holding members of Congress accountable for attempting to undermine the essential benefits they’ve earned, such as Social Security, Medicare, Medicaid, and SNAP. These benefits are critical to millions of lives across the country. For the tour, I provided creative direction and collaborated with the organization’s Digital Partnerships Director to develop the content plan. My team laid the groundwork for the photographer, videographer, and digital director who were on the road, ensuring the on-the-ground team could effectively bring our vision to life. I also designed the bus wrap and created both the branded physical and digital collateral.
All images captured by Kevin Lowery