Stronger Democracy Award - Web Design
Overview and Goals
The Stronger Democracy Award was created to sponsor initiatives that would strengthen American democracy, involving three main areas: voting and elections, policymaking, and civic engagement.
The client's primary goal was to promote the strengthening of fundamental components of U.S. democracy as the object of the nation's need for unity and reform, as well as its solution: "By the people, for the people."
Visual Representation
From a branding perspective, it was necessary to show an unbiased view, avoiding siding with any particular party or ideology. This was especially relevant due to the politically charged context of 2020, when the competition was launched.
Aesthetically, the site needed to speak with boldness and optimism, feel authentic, and be easily approachable for the user. Therefore, the design put individuals in the foreground — to represent them well and equally, as our government should; to behold them as pivotal catalysts in the wellness of their own nation; to convey appreciation for the uniqueness and diversity that can fortify, rather than divide, the whole that is the United States of America.
The Approach and Process
Colors and Fonts: A complementary color scheme highlights the value of difference with harmony. Collaboration with the client led to the choice of purple as the predominant color. Fusing red and blue symbolized a unified, bipartisan approach, a collective effort toward a common goal. Meanwhile, calls to action and bold fonts bring out the urgency and straightforwardness of the message.
Content: Materials were kept neutral, never referencing sides or ideologies –only Americans– in order to portray the citizens of the United States as one people, not as divided parties or subgroups, while equally representing a multiplicity of demographics.
Illustrations: As a primary design element, custom illustrations were selected, picturing American individuals. These were individually crafted using a single unbroken line to represent unity as the common thread between individuals. Material was chosen and adapted to reflect diversity, ensure use of proper tone, and to depict action. Individuals are portrayed with sensitivity to representing the gamut of cultures, skin tones, ages and genders, while avoiding clichés and the use of commercial visuals.
Elements: With a balance of organic shapes, free-flowing movement, simple parallax, and spacious layouts, I strove to achieve a sense of approachability and openness, while also communicating urgency and emphasizing the influence of the user's actions. In this regard, designing for this site proved an interesting learning opportunity on a personal level, as I naturally tend to operate from a place of technicality and visual precision.
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