Grassroots Campaign Design

Pro bono, Marketing, Branding, Graphics, Animation

Supporting the community through pro bono marketing design work with Tech for Campaigns

Highlights

I worked as a graphic designer on a lean marketing team alongside a project lead and an ads manager.

I used my graphic design, copywriting, and animation skills to produce materials for digital ads such as banners, flyers, gifs, and videos.
I project managed my own timelines and worked on this in free hours outside of a full time job.

Impact

Provided two local campaign teams with marketing resources for the November 2020 election.

Helped one candidate get 500k impressions with a 13.1% recall rate for digital ads on a $5k budget.

What is Tech for Campaigns?

Tech for Campaigns connects technologists to grassroots and local campaign teams, particularly ones led by women, people of color, first time campaigners, educators, and veterans that could use resources like professional marketers, designers, project managers, and analysts, but otherwise would not be able to afford these services.

Professionals like myself sign up and are put into a talent pool. We can choose to apply for projects they have posted, or are sometimes tapped for a project. All work from this pool is done pro bono and campaign teams are matched with marketing professionals from around the nation. *We are not officially affiliated with and do not speak for any campaign team, but are volunteers that work for a contracted amount of time.

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Working with TFC closely mirrors agency work in terms of deadlines and lean teams, often with next day turnarounds

Challenges I navigated

Working with limited provided assets besides a logo and a small collection of photos taken of the campaign team
Designing for multiple ad sizes and platforms (Facebook and Google)
Designing for digital ads/and in a campaign style, which favors readability and typography over detailed graphics
Coordinating deadlines across time zones and teams

I learned a lot in a short amount of time working on tight deadlines and project managing my own work. Contracts run for a few months from late summer into November. I had a ton of fun collaborating with marketing professionals across the nation, and it was great to be able to volunteer some of my time and talent to help grassroots campaigns get going.

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Selected works

Digital ad samples from the marketing campaigns my team ran under Tech for Campaigns. We ran a lot of variations to see which ones produced the most engagement. Healthcare and environment ads performed the best, along with engaging video content.

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For this campaign team, we went with emojis and memes to match their preferred internet presence and style

I also leaned into her local nickname, and showcasing powerful female imagery.

For this team, we explored the use of CTAs and variation in the language of the CTAs. We made the CTA look clickable to encourage users to engage.

We ran a LOT of iterations. Sometimes the changes were focused on messaging rather than the visual design.

Want to work together? Let's chat!