Carmen Ortega Political Campiagn Brief
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Transcript of Carmen Ortega Political Campiagn Brief
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8/14/2019 Carmen Ortega Political Campiagn Brief
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Carmen Ortega 2012 CampaignHow design inuences politics and campaigns
By Isaiah Perkins
Art Institute of Tampa
GR4900 Graphic Design Capstone
Instructor Ms. Beverly Fanning
Summer 09 Quarter
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THE PROBLEMMost of America chooses their candidate just by what they see in the media. The political
campaigning tends to go on for more than a year and a half before the nal election
happens in November. Millions of people make their nal decisions on the president
should be based upon their views and ambitions for the country. In most cases, the
general public does not realize how inuential political ads and campaigns are to their
vote. One look at the design of a politicians campaign can sum up your message. In
the design industry, as designers its their job to send a message through design so the
whole world can understand. When designing for political campaigns and the elections,
its their job to design for a winning vote.
Developing a political brand can have its difculties and problems. From developing
a concept, to narrowing down the right thumbnails, it is a long process that designers
may go through. Designers may go through over 100 rough sketches just to come up
with 30 computer concepts for one logo development. Campaigns then use the logo
to brand themselves now they use it to tell a story of their life, dreams and aspirations
forte country. Shown with the wrong imagery or campaign advertisements can cost
a candidate their election. Offending the general public is a huge concern, and being
too clever is a double-edged sword. There was a short-lived button in 1972 showing a
drawing of a rat committing suicide over the slogan Four More Years a reference to
Nixons slogan for his second term election bid, which was pulled almost as quickly as it
appeared.
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STRENGTHS
This project exhilarates a strong brand
The Carmen Ortega campaign shows
design through different componets
The campaign shows extensive type
studies and color choices.
This project shows that design goes
further than just with the normal media
but it effects our government.
The campaigns strengths are shown
through the branding. From the web site to
the posters on the street the look and style
is thoroughly carried through.
WEEKNESS
Being the only female Hispanic to
run for this position may cause
some suspicion
Not enough photos of her with the
public on the web site
Not enough time for marketing the
campaign to the fullest
OPPORTUNITIES
To expand this project to different
markets and ways to execute the
solution through new media techniques
A chance to expand her target
audience with a new marketing material
Present video footage and other public
apperances on the website
There are a lot of opportunities to make
this project and brand stronger. With more
research on the different ethnic groups i
can design for that market and introduce
new media outlets.
THREATS
Procrastination with the branding
material and the web presence
Not being able to reach every person
especially the audience that wants
a better choice for the 2012 election
SWOT ANAYLSIS
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MY SOLUTION
By creating a brand for a candidate for a campaign that doesnt exist will prove the
power of design. By following some initial rules of design and implementing them into
the political collateral. Make sure you use lowercase letters. Mixed-case letters are more
legible than all capital letters because they are easier to recognize and avoid centeredtype, left-aligned type is more legible than centered type, which forces the eye to stop
reading in order to nd the start of the next line. Another thing to watch for is picking one
sans-serif font and avoids introducing new fonts. They require the eye to stop reading
and adjust. Sans-serif fonts with clean strokes (Arial, Univers, and Verdana) are recom-
mended for screen and for the quantity and variation of text found on paper ballots. For
dual-language materials, use bold text for the primary language, regular text for the
secondary language. In the 1984 election when Regan and Bush were running together
there was a lot of miscommunication with the type and the message in posters. A serif
font has been seen on lawn posters and banners. A sans serif was seen on buttons and
other supporting campaign collateral.
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PERSONAL REFLECTION
Usually when you see a political rally on television, members of the audience are wav-
ing signs, ags, and anything else they can get their hands on to show their support for
their candidate. In most cases, the signs are a mix and match of different groups and
slogans. Most rallies feature a mix of fonts and colors. On the signs that read HOPE,
CHANGE, and Obama for President, the crowd was uniform in its signage. All
signage used the light blues campaign and the Gotham Black typeface. But the font
crossed over from political signs. It was also used on those now infamous hope post-
ers, and it is heavily used in Obamas political campaign.
Originally created for GQ by Jonathan Hoeer and Tobias Frere-Jones, the Gotham font
was meant to be manly and fresh, which arent bad for a political campaign. But what
regular designers can learn from Obama is not only his font selection, but the discipline
to create a design and stick to it, much like good politicians stay on message. This
condensed the use of custom signs, yet allowed each group to express their support.
A sort of keeping everyone on the same page no matter what their individual interests
are, and at the same time controlling the message. Because these logos were offered
on the campaign Web site, they could even keep statistics on what groups were more
active. There are often many variations of the same logo, such as the Nike and Pepsi
logo which switches theirs from time to time. In most of the ofcial campaign imagery,
he is seen looking upward with a heavenly glow that suggests not only will he be a goodpresident but a great leader.
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TARGET AUDIENCE
DEMOGRAPHICS
Primary Audience
Age: 26- 60
Gender: Male and Female
Race: All
Ethnicity: All upbringing
Language: English and Spanish
Education Level: College level and beyond
Income Level: over $30,000
Mobility: Any
Occupation: Varies
Location: United States of America
Household Size: Over 4
DEMOGRAPHICS
Secondary Audience
Age: 18-30
Gender: Male and female
Race: Minorities
Ethnicity: All upbringing
Language: English
Education Level: High school and beyond
Income Level: $15,000 and above
Mobility: Any
Occupation: Students
Location: United States of America
Household Size: Over 4
Carmen Ortega wants to reach out to
every student in college, struggling
mom, and to the extraordinary and
average joe. She feels like each
person, no matter race, gender,
ethnicity should have a voice in what
our government decides. She wants to
be the voice for the american people.
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QUANTATIVE RESEARCH
What you will nd from the poltical
brands of the past
Same red white and blue color scheme
All of the logos typeface are san serif
In every election since 1920 there was
a ag representing the candidate
The canidate who won each election
since kennedy have a consistent
branding all the way through
Democratic and republican design
To see how different the republican
designs are from the democratic designs
we might want to look at the standard
approaches taken by John McCain
and Hilary Clinton. These are the only
other two serious contenders for party
nominations in the 2008 election. A design
is considered in the typical a way for a
political campaign to communicate their
message. Typically this is seen as the
role of experts in politics: the candidate,
scriptwriters, policy makers and strategists.
The graphic designers are used to create
a certain look for this message, keeping
within certain style boundaries, and
applying it to a numerous of campaign
materials. Campaign staffers expect the
overall effect produced by these designed
materials to be only skin deep because
in this model design is viewed as activity
that merely facilitates form, completely
separate from the content, from what is
seen as the actual message.
The Obama Camiagn
Successful branding
A brand that was executed throughly
temperet videate bemus.
Many voters say they were inspired by
Barack Obamas campaign because
he was welcoming, warm-hearted and
trusting. Thats what each of his colors
represent that he used for his campaign.
What he did with his design team no other
politician has done yet. To turn a single
campaign, to a movement of hope and
belief through posters, t-shirts, and his O
logo was remarkable. That movement right
was 2/3 of the voters in the 2008 election.
Barack Obamas presidential campaign is
groundbreaking for many reasons, some
less obvious than others. Behind the
charismatic and inspiring rhetoric there lies
a sophisticated and extremely effective
brand marketing strategy. Most designers
would dream of getting to work on a cam-
paign like this but for Sol Sender, who led
a design team for the Obama 08 logo this
was just another day at the ofce.
Barack Obamas Brand mark
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ETHNOGRAPHIC RESEARCHThe Ortega campaign has targeted herself to American minorities who wants more from
their government. College students who are tired of paying loans and still getting mini-
mum wage. Single moms who are struggling to make ends met. The plumber with two
jobs and credit card debt. Wounded POW who cant ght for themselves. This was the
demographic that got lost in the polls and in America.
Carmen Ortega appeals to wide audience, she isnt afraid of meeting and bringing new people into her campaign.
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COMPETITION/FIELD RESEARCHCarmens competition would have to be the republican candidates with a poorly de-
signed campaign. In actuality the competition would be another democratic nominee as
well. Knowing her target market, she researched the large city areas to understand what
the people wanted so that she could make each area safer and nancially stable for a
family to be raised in.
Simple but not effective This is what America is used to and we to stop it now
Other Signage from a poltical campaign CBush and Cheney back in 2000 Cupicid compric ave
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IDEATIONThis process started with a word tree. These words represent her and her values. From
there a brand was starting to develop. Her color choices were soon chosen along with
typefaces, overall look and the nishing techniques. The look for this campaign had to be
very clean, organized and something that could reach everyone in the general public.
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GRAPHIC ORGANIZERS
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INSPIRATION
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DELIVERABLES
1. Media Kit
Purpose: The media kit is used to get the people involved
in her campaign. The media kit will let the fellow voters
understand her views, policies and why she is running for
president.
Components: Refer a friend form; to relay the message and
information to other voters. Postcard; this will show tour dates,small bio and an overall introduction to her campaign. Bumper
stickers and buttons; for your cars and campaigning .T-shirt;
this comes in 4 different kinds of styles. Wheat-Paste Poster;
this poster is for posting up around your city
2. Web Site
Purpose: The web site is their to reinforce her brand and get
the general public familiar with her political standpoint.
Components: Home page which will have a little bit of
everything about her there. An issues page, biography, media,
store and a contact page.
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CAMPAIGN MEDIA KITPoster card, Flyer, Posters, Web site
Lawn sign, T-shirt, Bumper stickers,
PROCESS
Introduction postcard
Has a small personal biography about
Carmen Ortega
List of her tour dates
Personal note and thank you letter and
contact information
Refer a friend Form
This is form that comes in the media
kit that you can give away to anyone
who wants to request information
and thier personal media kit
The form is mailable with no
postage needed.
This form has a web site and contact
information at the bottom.
Small Take away yer
This also come in the media kit.
In the yer you will nd a list of her
tour dates in the mid-west and southern
regions and her views on education
and transportation.
Personal note and thank you letter with
contact information
Bumper Sticker
2 of these bumper stickers come in the
media kit
Has web site where you can nd out
more information about her.
Website
The web site contains, a store for t-shirt
and apperal, a media page to see and
nd where shes been moving, and an
issues page with some information on
her views the leading issues