Project Heard | campaigns | 2024
The Brief
Project Heard was a nonprofit initiative developed in 2024 to encourage voter registration and participation across Appalachia ahead of the 2024 U.S. presidential election. The campaign focused primarily on Gen Z who were young and first-time voters, with outreach efforts targeting Ohio, Pennsylvania, West Virginia, and Tennessee.
The creative challenge was to make civic engagement feel relevant and accessible to a younger audience while maintaining a cohesive visual identity across digital and print materials.
My Role
I served as the art director for Project Heard, leading visual decision-making and approving creative assets to ensure consistency with the organization's established brand identity and campaign objectives.
I collaborated with account managers, copywriters, social media coordinators, and graphic designers to develop cohesive campaign materials for digital and print platforms. In addition to directing and reviewing creative work, I personally designed and built the organization's website and contributed to the development of posters, social media graphics, stickers, state-specific pamphlets, and merchandise concepts.
My role required balancing the campaign's creative vision with its communication goals, maintaining visual consistency across deliverables, and working collaboratively across disciplines to bring the campaign to life.
The creative Process
The campaign was developed through a collaborative process involving multiple creative disciplines and the team that had previously worked on the initiative. I worked primarily with designers and account executives to develop creative solutions that supported the campaign's objectives and connected with its intended audience.
Throughout the process, I applied the established brand identity across a range of deliverables, helping create a cohesive campaign experience across digital and print media.
The Deliverables
Custom-designed and built campaign website
Social media graphics and posts
Campaign posters
Stickers
State-specific informational pamphlets for Ohio, Pennsylvania, West Virginia, and Tennessee
Merchandise concepts and exploratory artwork
The Outcome
The campaign remained active through November 2024, coinciding with the conclusion of the election cycle. The client received the completed creative work, which included a coordinated collection of digital and print materials designed to support voter engagement among young people in Appalachia.
Because the website and social media accounts are no longer active and post-campaign analytics were not made available to our team, I cannot verify the campaign's reach or its impact on voter registration and turnout.
Despite these limitations, the project provided an opportunity to develop a cohesive, audience-focused campaign across multiple platforms and collaborate with a multidisciplinary team to bring a shared creative vision to life.
Gallery
