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In 2010, the Democratic Party rebranded. Working with an agency, we left behind the stale, staid stars-and-stripes motifs and embraced a direction that reflected who we were: the party of change. Forward-looking. And with no time for frills—we have work to do.


The Democrats brand in action is clean and organized. Function is at the heart of design decisions. Where do we want people to focus? What do we want them to do? I used the website redesign as a playground for coming up with design details that would expand on the basic brand guide we’d received along with our new logo and identity.



||| Brand execution


Eventually the work I did on the website redesign fed into a new, expanded brand guide that I created before leaving the DNC to move back to Seattle.