Michael Cravotta – Final Report: Shahid Buttar Campaign Rebrand

Final Report:

Shahid Buttar 2022 Campaign Chapters 1 – 4:

Project Introduction, Preliminary Research & Introduction to Prototyping Phase, Design Concepts, Conclusion

DES 505 Michael Cravotta

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Abstract: Affecting change can happen through grass-roots movements, through advocacy and activism, community programs and at the policy level.

Shahid Buttar is a legal advocate, a non-profit leader and a grassroots organizer. His run for office aims to bring his progressive policies to Washington D.C. as a member of Congress for California’s 12th District.

The final design solution for this project will be to create a multimedia campaign which is focused on core issues for his constituency.

Additionally a rebrand strategy will be developed throughout the process, culminating in a brand guidelines for the campaign.

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Table of Contents: Chapter 1: Defining the Problem

Chapter 2: Research Findings

6: 7: 8: 9: 10: 11: 12: 13: 14: 15: 16:

18: 19: 20: 22: 24: 26: 27: 28: 32: 33:

Chapter 2 Introduction Methodologies Literary Reviews – Website Review Competitive Analysis Case Study Panel of Experts Interview Summary Survey Data Research Findings Chapter 2 Conclusion

Chapter 3: Prototype

Chapter 4: Design Solution

34: 36: 37:

65: 67: 68: 70: 71: 72: 74: 75: 76:

38: 39: 40: 42: 44: 50: 51: 52: 54: 56: 58: 64:

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Introduction Problem/ Purpose Statement Preliminary Research Summary Importance of Project Assumptions Solutions Hypothesis Parameters / Design Scope Timeline Definition of Terms Chapter 1 Conclusion

Chapter 3 Introduction Solution Statement / Objective Methodologies / Foundation (Core Elements Needed) Techniques Identified Users & Specifications Mapping Matrix Persona Overview Persona Details Journey Map Storyboard Inspiration and Early Ideation Type Exploration / Color Exploration Timeline / PERT Chart Prototyping and Testing Chapter 3 Conclusion

77: 78: 79: 81:

Chapter 4 Introduction Problem / Purpose Statement Solution Matrix Design Guide Style Guide Design Application: Merchandise Subway Campaign Social Media Campaign Elevator Pitch Brand Solution Service System Design Evaluation & Recommendations Conclusion & Next Steps Appendix Michael Cravotta Prof. Ricardo Gomes DES 505.2 Fall 2021

Chapter 1: Defining The Problem Introduction Problem/ Purpose Statement Preliminary Research Summary Importance of Project Assumptions Project Scope/ Parameters Project Timeline Definition of Terms Hypothesis Chapter 1 Conclusion

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Introduction: Shahid Buttar was a candidate for congress in California’s 12th District, San Francisco during the November 2020 elections against Nancy Pelosi.

Shahid born in London, England and is a lawyer and activist living in San Francisco. He is a graduate of Stanford Law and practiced as a civil liberties attorney at the Electronic Frontier Foundation, a non-profit digital rights group.

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Problem:

Purpose:

Buttar lacks the name brand recognition of the incumbent Pelosi.

There is a need to increase visibility for those outside of his base and to develop better strategies for communication within the current base.

To create branded content for candidate Shahid Buttar which is targeted to key demographics in order to increase awareness of the campaign and his policy platform for voters.

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Preliminary Research: - In 2019, 28.9 million nonelderly individuals were uninsured, an increase of more than one million from 2018. (KFF.org) -Among all individuals, out-of-pocket spending totaled $407

billion (11.3% of total HCE) in 2019. (sgp.fas.org)

- ”...at 3 degrees of warming, our likely benchmark for the end of the century, the United States might be dealing with sixteen times as much devastation from fire as we are today...” (David Wallace Wells, The Uninhabitable Earth) - In 2020, Shahid Buttar received 22.4% of the vote against incumbent, Nancy Pelosi (ballotpedia.org)

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Importance: Shahid is the only candidate for congress in San Francisco that has a comprehensive climate change and healthcare platform. Considering the state of the environment and the American healthcare system, it is important to push for policies that are proactive in dealing with the impending climate crisis as well as the undercoverage and high cost of healthcare.

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Assumptions: 1. Individuals that Shahid’s 2020 campaign messaging did not reach, can be reached through more messaging 2. Environmental issues and healthcare reform are top concerns for all San Francisco residents 3. Coverage on traditional media can catalyzed through an independent grassroots movement

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Solutions: 1. COVID restrictions limited the amount of in person gatherings necessary for candidate exposure. Greater in-person campaigning, supplemented with a strong social and physical media campaign will create greater awareness 2. Preliminary research indicates that environmental and healthcare reform are top issues among those surveyed 3. Other campaigns such as Barak Obama’s 2008 run are evidence that movements can originate at the grass-roots level and be further amplified through social and alternative media in order to gain acceptance in traditional media

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Hypothesis: 1. If Shahid is elected through a grass roots movement, he will be able to lobby leadership to act on climate change reform. Representatives can be held accountable through direct action.

2. If healthcare policy is outlined clearly and in a way that is understandable for voters, it will build consensus around healthcare reform to allow for members of congress to enact healthcare reform.

3. Catering to the needs of voters across platforms will allow for information to be made available to the largest number of people.

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Parameters:

Design Scope:

The study will focus on the needs of voters and relate it to the policy platform of the candidate.

This study will provide the framework for the campaign rebrand and social media strategy. The areas of interest established by the survey are representative of the needs of the constituents and will be the focus of campaign messaging.

The survey is reflective of sentiment during a given time and can not fully anticipate any major changes in the political economy.

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Timeline: Client confirmation and initial research. Surveys, scholarly articles, interviews.

Ideation and implementation of research findings toward proposed solution.

Preliminary research on past projects and client search.

Week 1W 14

Final deliverable based on feedback from ideation.

Week 4W

Week 8

Week 12

Week 16

Definition of Terms: Medicare for All – a single payer healthcare plan that provides coverage for all Americans Green New Deal – a set of goals to get the united states to net zero emissions by 2050 Candidate – a person who is nominated for an election Constituent – a voting member of a community Demographic – the structure of a population LGBTQ –Lesbian, Gay, Bisexual, Transgender, Queer California’s 12th District – San Francisco’s voting district for Congress

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Chapter 1 Conclusions: Chapter 1 was intended to give insight into the preparation and preliminary thinking involved in the initial stages of the project.

It established the framework for the project, scope and need.

It created a framework from which the survey and research intends to validate initial thinking and further guide the project direction.

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Chapter 2: Research Findings Chapter 2 Introduction Methodologies Literary Review Websites – Competitive Analysis Panel of Experts Interview Summary Survey Results Survey Findings Chapter 2 Conclusion

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Chapter 2 Introdution: This chapter focuses on a variety of methodologies designed to gather information about the campaign including: competitive positioning, interviews, survey findings and key demographic insights.

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Methodologies: Literary Review Scientific papers on climate change and healthcare coverage Observations Personal observations and study of current campaigning branding and materials associated with the candidate

Web Sites & Competitive Analysis Candidate websites with a focus on branding elements.

Nancy Pelosi website for competitive research Personas Affiliated individuals with campaign, activists, beneficiaries of campaign policies

Interviews (Panel of Experts) Individuals who are directly related to the campaign and activism Survey Pointed questions inquiring into the voting / information consumption behaviors of voters as well as voter key issues Story Boarding Imagining a scenario of expected user experience

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Literary Review: Research was conducted about previous campaigns and more broadly observing climate change, healthcare policy and economic inequality. This research was done through the San Francisco State Library system and by collecting campaign literature handed out during the 2020 election season.

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Website Review:

• Branding elements: logo, primary and secondary colors, sans serif typography • Minimalism, organization, bright colors

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Competitive Analysis:

• More business minded • Color palette uses subtle tones

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• Chicago-based Sender LLC & campaign strategist David Axlerod • Historical campaign, grassroots •Use of gradients, tech focused design

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Case Study:

Evolution of Design Thinking: • Logo begins with a “technology company” inspired appearance

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• There is a transition toward more simple forms • Emphasis on youth

• There is a transition toward more simple forms

• Evolution of logo leads to sunrise iconography

•Red, white and blue stripes is final design with emphasis on simplicity and message

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Panel of Experts: 1. Shahid Buttar - Candidate and primary expert on platform and campaign needs

2. Patricia Brooks – Press coordinator for the Shahid Buttar campaign and other nonprofit organizations. Is a media expert and well versed on campaign issues.

3. Derrick Liu – Is a design and technology specialist for the Shahid Buttar campaign. He was instrumental in the creation of the previous logo, branding elements and photography for web and press.

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Interview Summary: Needs Short term

Door hanger, flyers, brochure, social media

Long term

Ground up rebrand, logo, brand guidelines, 15-30 second videos with text, infographics, photography, content for social media

Important Demographic Observations

Team Members Derek - Design / Web Patricia - Media Specialist Alice - House party / zoom organizer Stephanie - Design Director Dave - Branding brief

Messaging

Facebook reach better than twitter despite larger twitter following

Resonating: climate change, healthcare, historical context - past vs. future, student debt, Afghanistan, Patriot act, police violence, mass incarceration, taxing the rich

Connecting well with Gen X, Boomers, and individuals left of center

Competitive

Struggles to connect with Chinese, LGBTQ community, Climate justice activists

Pelosi on housing, member of the establishment, Pelosi is not an advocate of GND or M4A

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65 Respondents: Demographic Data:

Race

Age Gender Race Residence Voting Status

Policy Covering major policy platform issues

*Data percentages account for mixed race individuals

Specific Focus LGBTQ A / P Asian or Pacific Islander

Sexual Orientation

Media / Information Access Traditional Instagram Voter Guides

Heterosexual or Straight LGBTQ A P Prefer not to say

50.8% 9.2%

40%

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*A – Asexual *P – Pansexual

Top 5 Issues

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Crucial Demo: During the interview process it was revealed that Shahid struggles to reach the LGBTQ + A + P demographic as well as Asian or Pacific Islanders.

40%

LGBTQ / Asexual / Pansexual

12.3%

Asian or Pacific Islander

The data here takes a more granular look at these groups and their major issue concerns.

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Top 5 Issues

LGBTQ / Asexual /Pansexual

Top 5 Issues

Asian or Pacific Islander

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Candidate Discovery:

Research Findings: Climate Change, Healthcare, Homelessness, Wealth Inequality, Race Issues are the top issues ans should be the focus of any campaign.

Climate Change, Healthcare and Wealth Inequality are the top issues among API and LGBTQ +

Top News Sources:

Traditional media and Instagram were among the top sources for news and candidate discovery. Podcasts were shared areas of candidate discovery and news sources with Twitter being a common place for news as well.

The top issues will become the focus of the design and Instagram, Twitter and Podcasts are potential methods of targeting voters.

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Chapter 2 Conclusions: The research component of this project uncovered the areas of need for the Buttar campaign which will allow for a more concrete direction when initiating the design elements for the project.

The focus moving forward will be to address the key demographics for Shahid and the areas of top priority.

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Chapter 3: Prototype Chapter 3 Introduction Solution Statement / Objective Methodologies / Foundation (Core Elements Needed) Techniques Identified Users & Specifications Mapping Matrix Persona Overview Persona Details Journey Map Storyboard Inspiration and Early Ideation Type Exploration / Color Exploration Timeline / PERT Chart Prototyping and Testing Chapter 3 Conclusion

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Chapter 3 Introduction: Chapter 3 will focus on the prototyping and ideation of the design solutions. The design solutions will address the needs of the users, stakeholders and beneficiaries: the candidate, the volunteers and the voters.

The candidate needs have been determined through interviews and feedback. The volunteer needs will be addressed through user testing and the needs of the constituents have been determined by the survey data acquired.

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Solution Statement: The objective of the design solution will be to create an awareness campaign for the candidate which identifies the candidate’s position on the issues. It will approach the top concerns for voters. The outcome will produce a logo and brand guidelines which will be applied to media and other assets for the candidate.

Objective: Logo: Bold but approachable Designed Elements: Lines and shapes which represent campaign ideas, iconography and wayfinders Brand Guidelines: Type, Color, Logo, Do’s and Dont’s

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Methodologies: Research Moodboards Sketching Prototypes Storyboarding Role playing User Testing

Foundation: (Core Elements Needed) Font Pairings Color Treatment Slogans Designed Elements (assets) Video Animation Brand Guidelines

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Techniques: Sketching Storyboarding Adobe Illustrator Adobe After Effects Instagram Twitter

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Identified Users & Specifications Users / Beneficiaries / Stakeholders: 1.) Candidate 2.) Volunteers 3.) Voters Voter Focus Areas: LGBTQ API Climate Activists General Population Outreach: Social Media Users Traditional Media Users Campaign Messaging: Addressing Key Issues Succinct and digestible information Branding which is eye catching and communicates candidate message

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Mapping Matrix: A collection of progressive, independent and democrat campaign branding strategies were analyzed and organized according to design approach and campaign success.

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Modern

Successful

Unsuccessful

Traditional

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Persona Overview: There are three key users, beneficiaries and stakeholders to the design solution: 1.) Candidate 2.) Volunteers 3.) Voters The design solution is multi-purpose and will: • Address the general needs of those involved with campaign • Address the specific needs of the subcategories of voters in order to achieve a comprehensive messaging strategy contained within the design solution

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1.) Candidate:

3.) Voters:

Candidate Keywords: 1.) Localism 2.) Experience 3.) Optimism

Six subgroups have been identified in order to address the individual needs of the constituents. These personas will be described in the following pages.

2.) Volunteers: • Believes that change can come through grassroots activism • Has some free time to help and will offer services in any way they can • May not have an area of expertise but has some general skills that could be useful for the campaign • May have specific skills that are highly applicable • Has a steady job and may be able to donate and/or (if not local) can offer support at a distance Responds to: strikes, boycotts, protests, climate awareness Possible Challenges: • “I don’t have much free time” • “I don’t have much expendable cash” • “The Dems can’t be saved – why should I support someone running as one?”

• “I heard he’s an asshole, why should I work with him?”

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Persona 1: Small Business Steve: • Faces short staffing and inadequate PPP loans. He thinks that the government has given us short term solutions for long term problems. He has experienced a decrease in sales and overall business.

• “We need strong leadership, democrats and republicans don’t want to come up with solutions for us. Amazon and Uber are fine but what about us?”

Responds to: Straight talk & proposed solutions about small business, unemployment, homelessness and crime.

Challenge: “We’ve tried socialism in this city and look where it’s gotten us.”

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Persona 2: Never voted Nikki: • As a bartender she’s seen a decrease in tips, an increase in hours and more difficult customers. Her work is currently severely understaffed.

• “I deal with shitty people every day at my job, why should I care about politics? Politics is just so negative, I’d rather not surround myself with that energy.”

• “Life is too short to care about things that are out of my control, I don’t have time for it.”

Responds to: Plain talk about wealth inequality, greed and corruption, climate Challenge: “voting is a pain in the butt and doesn’t change anything, so why bother?”

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Persona 3: Charlie from the Castro: • Works at a local vintage clothing shop in San Francisco.

Struggles to find affordable, safe housing. They are vocal about issues that directly impact them. As a trans person, they feel a sense of isolation in the SF LGBTQ community.

• They voted for Bernie in the primary and Biden in the general. “I’ve been really unhappy with the job that Biden has done, but he was the lesser of two evils.” “I know Pelosi isn’t the best but I voted for her after hearing negative things about Shahid.”

Responds to: intersectionality, healthcare, wealth inequality, climate, leaders in their community Challenge: “How can you know my struggle?” “What are you doing to address the rumors?”

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Persona 4: Disillusioned Dave: • Has participated in movements before but has gotten discouraged by the trend of progressives making concessions • “The squad is shit and Bernie took a shit on stage. What are you going to sell me this time?” “I’ve seen a lot of movements come and go, it’s all the same. Eventually everyone buckles to the establishment.”

Responds to: A candidate who is genuine, has conviction and a good record.

Challenge: “How are you going to convince me that this time will be different?”

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Persona 5: Labor Larry: • Has gotten repetitive stress injuries from job and is currently undercovered with his current healthcare plan.

He faces a high deductible with substantial out of pocket expenses for PT and doctors visits.

• Believes in workers rights and populist ideals. “Left, right, it doesn’t matter, they don’t have our interests in mind.” “I think change can happen at the local level and through community, we have to look out for one another and stick together.”

Responds to: ideas, policies, positions, principals, union leadership Challenge: “I Know Pelosi hasn’t kept up with the times but old voting habits are hard to break–convince me”

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Persona 6: Technology Trish: • She works in tech and likes living in San Francisco because she enjoys being able to experience the “culture” of the city.

• She is a fan of Pelosi, “She stood up to Trump and I hate him more than anything.” She sees Trump being out of office as a win, “I’m glad Biden is the president now so I don’t have to care about politics anymore.”

• She is the definition of “back to brunch” Responds to: anti-trump sentiment, party/squad loyalty Challenge: Social pressures / Groupthink. “Pelosi stood up to trump every day on TV. The democrats have tried to work with republicans but they just won’t budge, I blame the GOP”

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Journey Map: Scenario

Trish

Trish is party loyal voter. She goes on a journey to seek out information about candidates

Trish may experience frustration if she does not get results quickly enough, she already has a lot of other things to worry about!

News

Research

Experience

Frustration

1. Trish gets a notification

4. She knows that the election is coming up soon

7. She finds information on some of the candidates... a lot of information!

10. Trish decides that it will be easier to stick with what she knows.

8. She sees a lot of options but too much new information

11. She closes her phone and moves on to other activities

2. She opens her phone and reads an Apple news article 3. She begins to feel a sense of concern about the state of the world

2 1 50

Expectations

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5. She decides to take action and look into who is running for office 6. She begins to look into the candidates who are on the ballot in the next election

4

5

9. Overwhelmed, she becomes tired of reading about this

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8

9

10

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Storyboard:

A potential voter is scrolling on social media

They come across a flier for a climate change rally on Shahid social media page

1a: User explores more about the candidate 2a: Voter engages in direct action They are inclined to engage more through volunteering

1b: User, enthusiastic about Shahid, tells others 2b: Volunteer phone banks for Shahid

If enough people engage with Shahid’s campaign, he can win and fulfill campaign promises

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Inspiration & Early Ideation: Logo Focus:

• Bold and approachable • Sophisticated • Fun

Messaging Focus: • Climate • Healthcare • Homelessness • Racial Justice • Economic Equality • Etc. All

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Type Exploration: Based on feedback, I’ve compiled a list of fonts that address important attributes such as: • Elegant • Bold but approachable • Tested and strong • Stylish • Solidness

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Color Exploration: The primary campaign blue is important to consider the following: • Excitement and energy • Trustworthy • Strength • Fresh / Stylish / Cool

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Timeline: November 1 – Midterm Discussion with team • Acquisition of remaining assets Tasking team members • Updated Persona’s and hypothesis • Workshop November 15th – Full team meeting to discuss design direction • Forming Consensus November 22 – Personas & Initial Design • Persona confirmation • Strategy Direction • 100 Brainstorms - Narrowing focus November 29 – User Testing • User testing on design solutions / Logo iterations December 6-13 – Refinements • Design refinements • Final solution proposal • Final Deliverables

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PERT Chart This PERT chart has been created as a way to visualize the flow of information throughout the design process.

At the interim of this project, the research phase has concluded but it is important to note that it will continue to be referenced throughout the remainder of the process.

Creation Ideation Sketching

Prototype Solution Proposition Research Validation

Research Client Search Preliminary research on past projects Formulating Purpose & Problem Statement General Research on topics

Client Feedback Refinement Organize

Final Gather Materials Final Design Solution Present

Midterm

Survey Competitive Analysis Literary Review Expert Interviews Summary Analysis

Collect Materials Organizing Scheduling DataAnalysis Presentation

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Prototyping & Prototyping & Testing Testing Pictorial Logo: The visual identity, including distinguishing physical features of the candidate such as hair style, glasses and beard could be potential directions to capitalize on when developing branding.

Several variations of caricatures were developed in order to connect the candidate to his physical appearance.

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I like the idea of using one of the face cartoons as the button with no additional text.

-Derrick

“I prefer filling in the face with a white background rather than inverting the colors. glowing eyes are usually not a good look” -Derrick 59

Prototyping & Prototyping & Testing Testing Wordmark: Many of the presidential campaigns utilize red, white and blue color palettes.

The next exploration was centered around an emphasis on minimal design elements with patriotic colors and the introduction of icons.

Shahid expressed an interest in using the fist icon from the previous election cycle. The icon he hoped would express strike, boycott and protest energy.

There is the potential for the fist iconography to be perceived as negative if it seems too aggressive or there is possible conflation with BLM movement.

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“I think we should try some variants where the year isn’t so prominent” -Derrick

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Prototyping & Prototyping & Testing Testing Iconography: In the next prototyping phase, icons representing policy were developed as wayfaring tools, where each of the icons and colors represents a specific policy platform.

Additionally a bridge motif with accompanying clouds was developed as a symbol meant to represent the localism of the client.

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“The logo may need to be simplified to work as a single color. Can we experiment with different colors for the sun?”

-Derrick

“I like the idea of creating a logo based on a physical landmark!“ -Derrick

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Chapter 3 Conclusion: Chapter 3 highlights the importance of the design solution being connected to the end users, beneficiaries and stakeholders. It takes into consideration the candidate and worker needs while tailoring the messaging to key demographics in order to best meet the needs of Shahid’s constituents. The objective of the chapter is to establish and communicate the synergistic relationship surrounding all components and how they relate to the end objectives.

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Chapter 4: Final Deliverable Chapter 4 Introduction Problem / Purpose Statement Solution Matrix Design Guide Style Guide Design Application: Merchandise Subway Campaign Social Media Campaign Elevator Pitch Brand Solution Service System Design Evaluation & Recommendations Conclusion & Next Steps

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Chapter 4 Introduction: Chapter 4 showcases the final design solution and identifies several strategies for messaging implementation and design application. The chapter provides instructions on how to employ the final design solution for workers and volunteers as well as a solution matrix and service system design to better understand the flow of information throughout the campaign messaging strategy.

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Problem:

Purpose:

Shahid Buttar has been a congressional candidate running against Nancy Pelosi for the past two election cycles. Despite the campaign gaining traction, he still lacks the name brand recognition of the incumbent. The campaign needs to increase visibility to those outside of the base and develop better strategies for communication within the current base.

The design solution creates branded content for the campaign, including, logo, color system and type treatment.

A design guide will allow for workers and volunteers to maintain consistency when applying content to campaign assets such as fliers, brochures and merchandise.

The messaging strategy employs a color system which correlates to major policy issues. This system of organization will make it easier for the voter to identify key issues.

The solution matrix and service system design are intended to provide insight into the flow of information for the overall messaging strategy, which is beneficial to Shahid and the strategy team.

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Solution Matrix The solution matrix relates users, beneficiaries and stakeholders to the different types of messaging strategies.

Voters are evaluated in terms of importance of particular messages, where volunteers, workers and the candidate are evaluated in terms of needed experience in these areas.

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Social Media

Web

Traditional Media

Word of Mouth

Voters 18-24 Voters 25-34 Voters 35-49 Voters 50–65 Voters 65+ Volunteers Workers Cadidate Shahid 69

Design Guide:

With the iconic orange arches, set against a rising sun and friendly fog, the logo intends to communicate localism and optimism.

The logo in it’s full color display can be used on black and white backgrounds, where the monochromatic logo is to be used on any color background.

The icons are to be used when discussing policy and indicate: economy, healthcare, housing, climate and justice.

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The blue, orange and yellow are designated colors for the logo.

Additionally the blue may be used on branded materials but not as a background color behind a color logo.

The green, red, blue, yellow and purple are used in the icons denoting Shahid’s policies. They may also be used as background colors for any literature discussing the corresponding policy.

Color:

#0077d5 RGB: 0, 119, 213 CMYK: 83, 53, 0, 0

#ff9e61 RGB: 255, 158, 97 CMYK: 0, 46, 70, 0

#ffd900 RGB: 255, 217, 0 CMYK: 2, 11, 100, 0

#40a629 RGB: 64, 166, 41 CMYK: 77, 7, 100, 1

#fd1a16 RGB: 253, 26, 22 CMYK: 0, 98, 100, 0

#2e58a6 RGB: 46, 88, 166 CMYK: 90, 74, 0, 0

#fea621 RGB: 254, 166, 33 CMYK: 0, 40, 100, 0

#82027e RGB: 130, 2, 126 CMYK: 60, 100, 14, 4

Type: Poppins is a geometric san serif font which has been chosen for its simplicity and universality. It is the primary font for all body copy and branded materials.

AureaUltra is bold yet sophisticated. It is readable at a distance and coveys strength and experience. It has been chosen as the logo font and may only be used for the logo.

Poppins

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*() AureaUltra ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()

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Design Solution Application: Merchandise The campaign logo is featured prominently on plain black or white t-shirt. The logo is large enough to read well at a distance. Volunteers and staff workers are encouraged to wear apparel at rallies and events.

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Apparel

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Subway Campaign

The campaign poster series makes use of the color system in order to communicate top policy issues for voters. The posters are meant to be used as a series and should be showcased in sets or groups. Each poster is paired with a qr code to direct the audience to Shahid’s website.

Social Media Campaign:

The social media campaign uses the color system to associate policy with color and introduces interest into Shahid’s feed. The posts are meant to be scrollable and swiping the post will provide the user with essential details from each policy.

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Elevator Pitch Brand Solution Elevator Pitch The design solution creates a messaging strategy and awareness campaign for the candidate. The campaign identifies the candidate’s position on the top issues for voters. The outcome will produce a logo, poster series and social media campaign. A brand guidelines will be developed and implemented to allow for the candidate, volunteers and workers to follow the messaging and media strategy.

Branding Solution: Logo Poster Series Social Media Campaign Brand Guidelines Service System Design

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Service System Design:

1. The campaign contains the platform and messaging of the candidate Shahid Buttar.

2. Shahid communicates through media messaging strategy both directly and through volunteers.

3. The media messaging strategy includes web, social media and traditional media.

4. Volunteers participate in direct messaging efforts with voters both in person and remotely.

5. Where the media strategy and volunteer efforts fall short, voters with a strong interest in the campaign will communicate with other voters.

6. With enough voters, Shahid can win a seat in congress and push for policies which benefit his constituents.

Evaluation / Recommendations The initial logo and color palette are nearing completion. At this stage it might be assumed that completion is at 80%.

Recommendations: • Additional user testing in the focus demographics and periphery areas • Several more stages of revisions and detail refinements • Application of final designs • Communication with volunteers and workers • Implementation of campaign strategy

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Chapter4 Conclusion & Next Steps This chapter concludes the 16 week design rebrand of the Shahid Buttar 2022 campaign. An additional 8-12 weeks will be needed for further user testing and refinements. If the campaign has finalized branding by Q1 of 2022, Shahid will be on track for the 2022 election cycle.

Next Steps: • User testing • Final refinements • Design Delivery • Donor funding • Photography • Copy edits • Web application • Printing • Meet and greets • Campaigning

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Appendix:

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Survey: My name is Michael Cravotta and I am a senior Visual Communication Design student at San Francisco State.

I am centering my senior design research project around the creation of branded content for a political campaign. I am gathering data because I would like for the campaign to be focused on the needs of you – the voters! I appreciate you taking the time to answer these 10 questions.

1. Do you live in San Francisco Yes No 2. Are you registered to vote?

Yes No 3. Age 1-18 19-24 25-34 35-49 50-65 65+ 4. Gender: How do you identify?

Female Male Non-binary Prefer to self-describe (Specify box)

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5. What is your sexual orientation?

Asexual Bisexual Gay Heterosexual or straight Lesbian Pansexual Queer Prefer not to say Prefer to self-describe (Specify box) 6. What is your Race?

Asian or Pacific Islander Black or African American Hispanic Indigenous American Latino White Prefer to self-describe (Specify box)

7. When choosing a candidate to vote for, what qualities are the most important for you to consider (choose up to 3)?

Endorsements from others Party affiliation Personal story Policies Record Trustworthiness Other 8. What do you feel is the most important long term problem we face: Authoritarianism Climate Change COVID Safety COVID Restrictions Economy / Inflation Gender Issues Gun Control Healthcare Homelessness Immigration LGBTQ Issues Political corruption Police violence / Mass Incarceration Policing and Safety Privacy Race Issues Raising the Minimum Wage Rent & Housing Affordability Student debt Tax Code Reform War / Militarism Wealth Inequality

9. What platform do you use for discovering information about a candidate?

Voter guides Candidate Website Cable news (CNN, MSNBC, FOX, etc.)

Traditional Media (NYT, WaPo, WSJ, etc.)

Facebook Instagram Snapchat Tiktok Twitter Youtube Podcasts Printed media (flyers, door hangers, posters, election literature) Other...

10. What platform do you use for news?

Cable news (CNN, MSNBC, FOX, etc.)

News Apps Traditional Media (NYT, WaPo, WSJ, etc.)

Facebook Instagram Snapchat Tiktok Twitter Youtube Podcasts Other...

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Meeting Notes: Participants: Shahid Dave Patricia Derrick Michael ************************************************************ Meeting Notes from November 15, 2021 Logo: Continuity vs. Differentiation How much to keep from the original design direction?

How much to refresh?

Accessibility Some consistency may allow for those that are familiar with the campaign to make the connection Star:• Patriotic Flag connection American Ideals “Reaching for the stars” Fist: Strike / Boycott Protest energy Fighter Movement S: Is it possible to convey rising action with the icon?

Potential to be perceived as negative if is seeming too aggressive / possible conflation with BLM movement 84

Ilhan Cursive is difficult to read, maybe that is the point?

Shooting star - idea of movement and ambitious goals Colors + stars is proactive: dismisses possible “AniAmerican” sentiment Borders on modern and traditional DD theme is developing… a lot of the logos take a “proactive approach” in addressing the potential concerns about the candidate. Ex: Bernie logo is accessible and slightly traditional. using patriotic colors / star to counter “socialist” narrative Warren is serious, bold, yet somewhat modern to counter viability concerns Ilhan proactive about anti-american sentiment by being somewhat traditional Kamala - colors and type treatment are 60’s + 70’s social movement inspired Small Business Steve: PB: May need to capture the essence of the American Dream, this type of business owner can be the personification of that spirit Chesa Boudin – What to do about the notion that “whatever he’s doing is clearly not working.”

S: Priorities between age groups: Young people care more about climate Older demos care more about healthcare A lot of older demos also care about climate because they are keeping in mind the interests of the youth BIPOC More understanding about smear campaign LGBTQ More susceptible to disinformation in smear campaign “The White Collar Professional”

Maslow’s hierarchy of needs DD: ** Performative actions and symbolism are seen as being “adequate” responses to a problem if your needs are already being met** BLM Flag or BLM in bio can be purely performative Are there needs that aren’t being met?

DL: “Citizen’s App” // “Nextdoor” people These people are self-assured because they think, “I’m not part of the problem” They think they’re being progressive Potential Solutions for persona #6 Technology Trish: Climate change?

They may see tech as the solution to climate change Differentiating: venture capital tech vs. idea generation vs. transformative tech Problem Solution Pairs May be helpful for addressing needs / problems Persona #3 (Nikki) and Persona #4 (castro charlie) are both susceptible to disinformation campaign. Potentially #6 (Tech Trish) as well?

Consolidation of Personas: Union labor more inclined to vote for shahid (according to their values) may be swayed to fall in line with leadership Union leadership more inclined to vote for pelosi Nina Turner struggled with union support Persona #1 + Persona #5 (Small Business Steve + Labor Larry) = Pragmatic Paul?

Potential Combos: 2+4 (Nikki & Dave) 1+5 (Steve & Larry) 3+5 (Charlie & Larry)

4+5 (Dave & Larry) Logo Opportunity with hair and beard Beard and hair are a part of branding - could steer into this for a logomark Logo should be unpretentious Fonts that are tested and strong Working on limiting to 3-4 unique personas Technology Trish is a KEY demo Make or break, without campaign does not succeed Pelosi for them is just a blue checkmark These are Warren Dems How do we reach #6 Technology Trish?

There are potential pathways to reaching Trish through other personas Word of mouth Communicating: “Pelosi is out of style / out of the loop” DD: It’s embarrassing to vote for someone so out of date Design Approach: modern & tasteful PB: Fashion angle Vogue – Stylish DL: Tech People don’t have style Blue Jeans and a tee While they might not be able to replicate “cool” in their own style/fashion, most people know cool when they see it Warren Logo communicates solidness & expertise Tech audience Internal Goals: Working toward consistent style guide Colors, Icons, Logo Brainstorming - 100 Versions

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Lots of concepts, begin to pick swatches Strategy before tactics PB / DD / M working on consolidating profiles M / DL working on logo iterations

AOC’s campaign: “Big Story”

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Traditional media is attainable Influence at the margins Twitter can be a tool to workshop ideas

Meeting Notes from November 1, 2021 Addressing Character Assassination Hypothesis: Messaging point (see brief) Defending democracy - protect future generations from past failures Universal healthcare Dissent privacy / protection from police Transparency vs. secrecy Real democracy Climate Justice Removing pelosi Relief from current situation institutional accountability Exposure of institutional corruption Electorate is uninformed (talking about pelosi’s institutional corruption) Semantics is important: Ex. “We the people” vs. “For the people”

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Success- Thinking different Copy thinking not execution Not tactical - Strategic

Personas – Rework David Crow “Corrupt sellouts” - Nihilism Disdain / Disillusionment “Bernie took a shit on stage” - turning pessimism into hope Karen Addressing character assassination?

Day laborer Visibility Banker Viability Demilitarizing - shifting misappropriated resources / tax spending (Patriot Act: we can enhance security by focusing on real security) Pelosi loyalists: Are focused on cultural issues - tearing speech Yas queen Loyal blue maga people are tribal DD “Harder to convince people that they’ve been fooled than to fool them” PB “If people don’t care that they’re being fooled, present them with things that they do care about”

Sources

Previous & Current Campaign Websites:

http://www.4president.us/websites/2020/kamala-harris2020website.htm#prettyPhoto[gallery]/0/ http://www.4president.us/websites/2008/baracko-bama2008website.htm https://berniesanders.com/ https://shahidforchange.us/ https://howiehawkins.us/

Branding:

https://www.adweek.com/brand-marketing/in-the-age-of-authenticitywhat-role-does-design-play-in-presi-dential-campaign-branding/ https://www.logodesignlove.com/obama-08-logo-de-sign-options https://yello.substack.com/p/the-branding-of-joe-biden

Polling Data:

Homelessness:

https://sanfrancisco.cbslocal.com/2021/06/30/poll-san-francisco-residentsconsider-relocating-as-crime-wors-en-quality-of-life-in-a-decline/ Climate Changehttps://sanfrancisco.cbslocal.com/2021/08/16/the-califor-nia-dream-cbsnews-poll-reveals-divisions-on-climate-change/

Data:

Congressional Research Service. “U.S. Health Care Cover-age and Spending.”

Federation of American Scientists.

Jennifer Tolbert, Kendal Orgera. “Key Facts about the Unin-sured Population.”

KFF, 12 Nov. 2020, www.kff.org/uninsured/issue-brief/key-facts-about-the-uninsured-population/.

“Shahid Buttar.” Ballotpedia, ballotpedia.org/Shahid_But-tar.

Climate Literature:

David Wallace Wells Wallace-Wells, David. The Uninhabitable Earth Life after Warming. Tim Duggan Books, 2020.

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Thank You!

DES 505 Michael Cravotta