In 2018 theSkimm created a non partisan election campaign. It was called No Excuses— as there’s no excuses not to vote. I led the brand identity and creative direction to bring the campaign to the forefront of theSkimm's 7M readers. The goal of theSkimm’s No Excuses platform was to have 100,000 people to show up and vote during the Midterm elections. We surpassed this goal with over 200,000 people confirming with us they had voted in the election.
Kicking off the project by exploring a number of different concept directions for the campaign. Once our team selected a direction, we continued to refine, develop and bring to life.
theSkimm.com/NoExcuses
I worked collaboratively with our product team to develop & polish the user experience of our election site and from there bring the site to high fidelity, designing all visual elements.
The final site design allowed our users to seamlessly register to vote, read up on important issues, save key election dates directly to their calendar and create their very own ballot ‘cheat sheet’ with the candidates of their chose.
We developed data visualization in-line images for each of our issue articles. We built these assets so they could be reformatted for social share and paid ad assets.
In the weeks leading up to election day we lite up some major cities with our ‘neon lights’ projection ads with custom language for each city. Motion graphics can be seen below.
The campaign had a comprehensive OOH Billboards and Digital Ad component where we focused on underwhelming voter statistics and brand awareness.
Sales and Partnerships Collateral
This project would not have been possible without so many talented people, designers, and our cross functional teams at theSkimm.
Credit:
Creative Art Direction: Michael Gray
Designers: Minhee Kim, Jacqui McCullough, Ronlee Ben-Gal