We teamed up with Rock the Vote and Simon Isaacs to develop the brand and creative for the “We Will” campaign, one of the largest non-partisan youth voter campaigns in history. With Rock the Vote’s goal of registering 1.5 million voters and engaging millions to turn out this November – we created a compelling and engaging campaign that empowers youth to make their voice heard in the coming election.
As voting rights are under attack in states across the country, the We Will campaign is aggressively optimistic, highlighting the war on voting, while reminding young people of their collective power. The campaign combines messages such as “they want us to keep silent, we will be heard,” and “they want us to back down, we will be brave” with raw, youthful photography and hand-drawn graphical elements, to illustrate the voice of the people and create a visual dialogue between “they” and “we”. The campaign visuals were kept minimal in color and graphics to hero the They/We messaging. We were inspired by trends in youth activism and branding to build a campaign that reflected the vision behind We Will, stayed true to Rock the Vote’s mission, and could be shared virally.