No Excuses Election Campaign
Role: Brand Design, Creative Direction, Website UX and Visual Design, Project Management
theSkimm launched "No Excuses," a non-partisan campaign with a bold call to action: there’s no excuse not to vote. The campaign’s visual identity featured a striking logo and vibrant color palette that connected powerfully with theSkimm's 7 million readers. Through impactful messaging and strong visual design across campaign and digital platforms, "No Excuses" encouraged over 200,000 people to confirm their commitment to voting, more than doubling its initial goal. The cohesive branding and engaging UX made it a significant movement for voter engagement.
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
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.
NYT Ad
Sales and Partnerships Collateral
Merchandise Partnerships
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