Opposition branding
In addition to our main brand, we developed a brand strategy for oppositional content. The brand evolved over time, from how we initially treated the GOP primary to how we later approached the GOP nominee — Donald Trump. Our challenge was to communicate the urgency, danger, and gravity of a GOP and Donald Trump presidency.
Type & Color
We used Bureau Grot Compressed as our main typeface, and supplemented it with Sharp Unity Semibold. We kept our color palette simple with caution yellow as our base and supported it with white, black, and grey.
Photography
We used highly saturated, grainy photography and unsettling crops, distortion, and repetitive collage for portraiture of Donald Trump.
The Briefing Social
We had a dedicated social account for oppositional content: The Briefing.
The Briefing video
The Feed
The Feed was the first of its kind for a presidential campaign, publishing hundreds of original posts ranging from policy explainers to current event articles to photo essays on hillaryclinton.com.
Merchandise
Digital ads
Collaborators
Team Ads
Team Content
Team Email
Team Merch
Team Social
Team Video
Jackie Lay, Illustration