Elections Center 2020: We the People

Read the full case study on this project creative here.

The Ask: Building from the Yahoo brand strategy develop and execute a creative GTM campaign for the new Yahoo News Election Hub.

The Solution: The Yahoo Elections Hub has a unique position over competitors in that it offers multiple perspectives from an internal editorial department and through multiple publisher partnerships, like Fox News and The New York Times. Therefore, they offer something for everyone.

Strategically, we wanted to simplify election coverage and position ourselves as a brand that provides tools that leaves you well-informed but doesn't take sides. While elections tend to highlight our differences, as one nation we’re not just red people or blue people, we are all people who have candidates and issues that matter to us.

Visually, our ideation started with a simple yet clever OCI that emphasizes Yahoo's famous Purple:

Working alongside a copywriter, we aimed to show everyone that Yahoo News 2020 Election Center is one place for all  people to easily get the information they care about.

Prompting each creative with the start of our constitution, WE THE PEOPLE, followed by various things people care about going into November, we put the power back into the hands of the voters. Black and white portraits of everyday people gave a personable but serious vibe. Red and Blue gradients centered in Purple play into the Yahoo’s brand color and served as a framing mark for both the portraits as well as highlights within the typography. We worked closely with product to create a lockup and in-article badge, as well as influenced the headers within articles so that consumers have a consistent user journey.

This project started in January 2020 and continued through to the Inauguration in January 2021. We created thousands of deliverables and had to readapt the campaign over time to align with changing product and strategic goals.

CLIENT: YAHOO NEWS | PROJECT SCOPE: OCI DEVELOPMENT, PHOTOSHOOT PLANNING, LOGO DESIGN, ORGANIC & PAID SOCIAL (INCL. STRATEGY), EMAILS, GIFS, PAID MEDIA | ART DIRECTION

all rights reserved, 2021