From February to May 2011, I worked at the Democratic National Committee in Washington, D.C. Over those three months our small team conceptualized, developed, and launched the 2012 Obama re-elect campaign. Following the campaign launch, I moved to the Obama for America Headquarters in Chicago for the remainder of the campaign.
Case Study: Branding Obama in 2012
From February to May 2011, I worked at the Democratic National Committee in Washington, D.C. Over those three months our small team conceptualized, developed, and launched the 2012 Obama re-elect campaign. Following the campaign launch, I moved to the Obama for America Headquarters in Chicago for the remainder of the campaign. I began with staffing the creative team and working on daily design needs. This case study shows the work from the branding exercise: How would the 2008 Obama logo evolve for the re-elect campaign? The importance of that assignment weighed heavily on our mouse pads. We developed over 15 different concepts and brand boards.
Obama for America Headquarters Opening Day, Chicago, IL
Logo Concept A: Open Movement
One of three finalists, this concept used a custom treated version of Gotham to create the 2012 logo, with subtle outlined shadows, evoking a letterpress or Linotype machine. The mark was friendly and open, and had a distinct and memorable look.
Brand Board
Over 15 brand boards were developed and branding concepts applied to campaign assets and real world scenarios to test the viability of the brand.
Final Campaign Branding
Moodboard: Campaign Projects
Throughout the campaign I worked on a large variety of projects including rapid response designs, online store, Twitter app, and the Gotta Vote campaign. In between work I made type posters from Obama’s most inspirational quotes to decorate the office environment.
“Daphne is amazing—not only is she an incredibly talented designer, but she's wonderful to work with. I was lucky enough to hire Daphne to work at the DNC just as we began working on the launch of Obama's 2012 campaign. The work was challenging and intense, to put it mildly, and the hours were ridiculous. Throughout it all, Daphne delivered gorgeous and innovative work, always on time and with a smile.
Her intelligence, innate sense of good design, and openness make her a great natural leader. Always kind and respectful, I watched her offer helpful design suggestions to junior colleagues and defend strong design to leadership; the work our team produced was better because she was a part of it.
I highly recommend Daphne, and would love the chance to work with her again someday.”
Karen Heileson | Democratic National Committee, Creative Director
Photography by Christopher Dilts
Watching results roll in on election night
Getting a hug from Obama, day after election night
VP Biden visits Campaign HQ