In addition to our main brand, we developed a brand strategy for oppositional content. The brand evolved over time, from how we initially treated the GOP primary to how we later approached the GOP nominee — Donald Trump. Our challenge was to communicate the urgency, danger, and gravity of a GOP and Donald Trump presidency.
We used Bureau Grot Compressed as our main typeface, and supplemented it with Sharp Unity Semibold. We kept our color palette simple with caution yellow as our base and supported it with white, black, and grey.
We used highly saturated, grainy photography and unsettling crops, distortion, and repetitive collage for portraiture of Donald Trump.
We had a dedicated social account for oppositional content: The Briefing.
The Feed was the first of its kind for a presidential campaign, publishing hundreds of original posts ranging from policy explainers to current event articles to photo essays on hillaryclinton.com.
Jackie Lay, Illustration