DESIGN FOR DEMOCRACY
Priorities USA, 2020.
My year in politics.
Priorities USA fights to mobilize every American on the important issues that affect their lives and is working tirelessly to protect the right to vote and ensure the democratic process is accessible to every citizen.
As Design Director at Priorities USA, I oversaw design direction for the largest Democratic super PAC in the 2020 election. I built, managed and mentored a lean, sharp and powerful in-house design team that created, designed, and delivered weekly digital assets (videos, statics, gifs, carousels, stories) across several campaigns to persuade and mobilize voters.
7,274
UNIQUE PIECES OF CONTENT CREATED
37.4M
VOTERS REACHED ONLINE ACROSS 8 STATES
3.4B
IMPRESSION GENERATED BY OUR DIGITAL ADS
How we did it.
Holding Trump accountable.
We moved undecided voters away from Trump—demonstrating how Trump’s chaotic leadership and policy failures on issues like the coronavirus, health care, and the economy directly hurt people’s lives, and why a steady, stable leader like Joe Biden was critical in a crisis.
Reaching undecided voters.
Created culturally relevant, targeted digital campaigns designed to engage key undecided voter groups, including Latino voters in Arizona and Florida and young Black men. Through audience-specific messaging, we addressed critical issues such as healthcare, the economy, racial justice, and the pandemic, while positioning Biden as a unifying leader with a plan for the future.
Mobilizing First-Time Voters
Delivered a bilingual campaign designed to engage infrequent and first-time voters, tapping into the momentum of grassroots activism and the importance of showing up for our communities. The work drove awareness and participation around early voting and vote-by-mail, helping make civic engagement more accessible during a pivotal election year.
Countering election misinformation.
Launched a voter education campaign to address widespread misinformation while encouraging participation. By providing clear information on voting rights and directing voters to trusted resources, including IWillVote.com and voter protection hotlines, and reduce confusion at the polls.
Engaging Black voters.
Connected with Black voters through messaging focused on the disproportionate impact of the pandemic and the growing call for racial justice following the murder of George Floyd, while examining how Trump's response deepened racial divisions.
Persuading Latinos.
Created culturally relevant, audience-specific campaigns that connected with Latino voters on issues affecting their daily lives. In Florida, the work challenged socialism claims by positioning Trump as an authoritarian figure familiar to many voters from Latin America, while broader efforts highlighted the impact of his leadership during the pandemic.
Mobilizing First-Time Voters & Countering Misinformation.
Drove awareness, excitement, and participation around early voting and vote-by-mail in 2020 while helping voters confidently navigate misinformation through clear information on voting rights and access to trusted resources.
