Below are all of the branding materials, assets, and mockups I prepared for Civic Choices, a non-profit democracy education program. The web and social media platforms listed here are populated with the same ads and branding shown below.
Website: www.civicchoices.com
Twitter: @civicchoices
Instagram: @civicchoices
First up is the short commercial detailing the Snap&Report feature of Civic Choices' mobile app. Despite JFK's moving words, research suggests that most Americans are cheifly concerned with what their country can do for them, therefore the television advertisements highlight the convenience and direct access aspects of Civic Choices. The strategy is to lure users into downloading the app for this functionality, then they will discover the learning modules and educational features of the service.
Public access terminals:
This is a mockup of the grocery store public access terminals. Americans spend an average 25 minutes at the grocery store 3 times per week. By capitalizing on this predictable traffic we both maximize exposure and more importantly provide access to the app features to low-income families with no mobile devices and/or internet access. Otherwise, Civic Choices products would be elitest.
This mockup shows the second variation of the public access terminal. Low-income individuals who commute via bus can spend over an hour each day riding to and from work with nothing to do. We intend to repurpose that time by giving them access to a free civics education that may one day inform their voting habits and community participation so that they are no longer reliant on public transportation.
Outdoor billboards and posters:
Roadside billboards can gain over half a million views per day. A simple message and a friendly face that can stick with drivers and encourage them to explore the organization more when they get home is all we are looking for. Future plans involve using these billboards as a simple reminder because ideally Civic Choices would become as popular as Google or Wikipedia
Sidewalk billboards will give viewers a chance to really digest the message and provide opportunity for a bit of body copy to strengthen the message.
Customizable shirts and buttons/promotional items:
The t-shirt maker feature turns Civic Choices users into walking billboards for the organization. They are individualized and give users a way of showing how they make an impact in their own communities to encourage others to do the same.
Here we have an example of one such t-shirt that shows how this man interacts with his government.
The personalized buttons are a subtler option than the t-shirt, but no less impactful. The button also mocks popular "I Voted" buttons and stickers to playfully illustrate that "Democracy is more than voting." The buttons are also a prominent feature in print and outdoor advertisements, creating a consistency across the brand.
Here we have a mockup of some students wearing generic Civic Choices buttons.
Mobile App icons, website and sample screens:
This is a mockup showing one of the PolitiQuiz features of the mobile app. After completing a learning module, users can test their knowledge of US government and compete on nationwide leaderboards or just against their friends and family. Who's the most informed voter on your Facebook friend list? Find out by posting your scores to social media, thereby continuing to spread the word about Civic Choices.
This is a simple mockup showing how the mobile app icon may look on users' phones.
The app icon went through several iterations and while the long shadow is a little more stylized than the others, it will stand out more when compared to other app icons that are trending flat as of 2015-2016. I prepared a couple of flat versions as well for comparison.
This is a sample screen of what the Snap&Report feature on the mobile app may look like. By simply taking a pictureand indicating your location, the PHP scripted service will send an email directly to your local department of transportation to have it fixed.
This simple mockup shows how the responsive website and mobile app scale on a multitude of devices. This is to maximize ease-of-use because a strong UI is essential for both very young users as well as elderly users.
This is a sample of the type of dynamic media that will be featured on social media outlets. Sponsored posts on Twitter can get 160k views per day and will ideally cover the millennial demographic.
Print ads for magazines:
Research shows that around 60% of adults regularly read print magazines every month, so print ads are a great way to reinforce the brand and carry the same campaign message from the billboards to the page. Additionally, the print ads can feature QR codes that will automatically direct users to the app download page.
This image was the most popular because of the older man's warm smile. The campaign is friendly and inviting.
Each image targets various demographics and all feature the iconic Civic Choices buttons.
Brand vision book:
This is a brand vision book intended to communicate the narrative and style of the brand in less technical terms to clients and other members of the organization who may be tasked with representing the brand at public events, on social media, or interacting with other companies. It incorporates all of the design elements featured through the campaign with minimal text but brief rationale.
