Brand Design, User Interface (UI) Design, Digital Ads & Emails
Schiff for Senate 🏆
Collaborators
Vania Myers - Content Director
Melissa Wallace - Designer
Cat Stern - Strategy
Celina Lin - Strategy
The Schiff Team wanted to give their brand a fresh, contemporary look to align more closely with Adam Schiff’s progressive values for the highly competitive Senate primary. The rebrand was used to aid in a large ad campaign in preparation for the primary.
Results & Impact
The rebrand played a pivotal role in Adam Schiff’s campaign success, helping him secure 29.3% of the vote in the competitive Primary—nearly double his nearest Democratic rival. The campaign raised over $47 million and garnered more than 300 endorsements from local, state, and federal officials as well as progressive organizations. Ultimately, Schiff won the general election with 59% of the vote, affirming the rebrand’s effectiveness in driving voter engagement and support.
Challenge
The primary challenge was balancing a bold grassroots look with the Schiff Team’s desire to retain core brand elements, such as the original logo, fonts, and colors. To address this, I kept the foundational colors intact, added complementary hues, and selected fonts with similar characteristics to the originals. This ensured the rebrand felt fresh and modern while remaining true to the Schiff Team's established identity to avoid alienating his existing supporters.
Process
After presenting mood boards, we identified key design influences from 20th century civil rights organizations and 1960s-70s screen-printed car ads, which aligned perfectly with Adam’s campaign message and values. These influences guided our approach to a grungy, font-forward, grassroots aesthetic, which resonated with the target audience.
I explored several logo iterations, incorporating custom halftone patterns that I developed to reinforce the retro-inspired design while ensuring it remained fresh and consistent with the Schiff brand. Once the logo was finalized, we built a style guide and created reference guides for both animated and static ads to maintain visual consistency across various platforms.
Role & Responsibilities
As the lead designer and art director for this project, I collaborated with the team to develop the campaign's visual strategy. My contributions included:
Designing the rebrand's logo and style guide.
Developing animated and static display ad direction.
Creating OOH and OTT ads.
Art directing TV ads produced and filmed by the WIN Company.