A bold call to voters during the craziness of 2020.

Engine and HBO tapped me to create an extremely simple, powerful and flexible design direction to spread across their enormous national social campaign in partnership with Rock the Vote in advance of the 2020 presidential election. 

Engine and HBO took the direction and ran with it: they mailed out over 10,000 voter kits (complete with customizable stickers and masks for people to write in their own issues and vote safely), created a celebrity-filled PSA (including Spike Lee, Sarah Paulson, Robin Thede, Matt Bomer, Henry Winkler, and Natasha Rothwell), generated loads of Instagram stickers and granted free access to a variety of documentaries about important issues for voters.

The identity leverages Bayard by Vocal Type, a typeface inspired by protest signage from the 1963 March on Washington for Jobs and Freedom, and named for an important advocate for both civil and gay rights. Bayard added gravitas and meaning to a design system that had to exist as straightforwardly as possible.

The campaign garnered over 90 million social impressions in an effort to inspire as many people as possible to put on their masks, and get out there and vote. It was also a finalist for a Shorty Award.

See the full case study on HBO.