Harris for President

Creative Problem:

Upon Vice President Harris's nomination, a powerful brand was urgently needed to reintroduce her to the American public — one that reflected her charisma, expertise, candor, and historic identity as the country's first Black and South Asian female presidential nominee. With 107 days until Election Day, the stakes and the sprint were immense.

Creative Solution

Harris/Walz for President needed a brand that was simple, inspiring, and hopeful. It needed to strike an emotional chord with the American public. Our concept, This Is Our America, centered a vision of inclusive, joyful possibility — owned by the voters themselves. The work nodded to a legacy of Democratic trailblazers including Shirley Chisholm, Hillary Clinton, and JFK, and drew from historic movements for civil rights, racial justice, and feminism. Intentional typographic choices — including foregrounding Harris's last name, a respect routinely afforded male candidates — shaped a system of meaning and dignity. The brand was expressed across a 150-page brand book and executed across the full campaign identity. While the outcome was not what we hoped, the passion and craft behind this work remains something our team is deeply proud of.

Role: I creative directed our strategy, vision, brand identity, and system design in close partnership with the team at Wide Eye and in close collaboration with the Harris for President creative, communications, and political leadership.

While the outcome of that election was devastating for so many of us. I’ll always be proud to have been one of the 74,938,535 people who voted for the Harris/Walz vision for America and supported her campaign.

Wide Eye Brand Project Team:

Wide Eye Founder & ECD: Ben Ostrower
Creative Director / Strategist: Elizabeth Bawol
Associate Creative Director: Alayna Citrin
Art Director: Grace Abe
Senior Designer: Sebastian Arrendando
Designer: Matt Vogel
Director of Project Management/Account: Kayla Holbeck

With gratitude for the full Harris for President team and in particular, Creative Director: Kate Conway & Assoc. Creative Director: Shar Biggers for their collaboration, as well as the collaboration of type studios, Type Supply, Peregrin Studio (peregrinstudio.com), Lift Type (lift-type.fr) and Vocal Type for all the exploring along the way. (And, fast.)

+++ The vast number of creatives, vendors, and producers I didn't know, who worked night and day for 107 days leading up to the election.