First Wave of Research

Given both of our ties to working class backgrounds, we decided to focus on people in our generation who work in the trades and are not in school.
We researched ways to speak to their values and what they care about, and thus why they should vote to promote those values.

Concept + Moodboard

We want first-time voters currently in the workforce to understand how their votes are important, specifically as it relates to their career.  By using their right to vote, trades workers are protecting the policies that will protect their business and livelihood for years to come.

Creative Conscience already had a defined brand language and guidelines to follow, so we didn’t have to worry about spending a while picking colors or typography. That being said, that didn’t mean we couldn’t have fun with it. We were encouraged to explore the boundaries of the design language and craft it specifically to our target audience. 

The majority of both video and still assets come from Adobe Stock. We began to pull inspiration from things the trades workers would see in everyday life, like posters and signage that would feel familiar. We wanted to focus on details, textures, experiences, and activities and use it to speak their language. People in this demographic value authenticity, stability, and things being clear and direct. We wanted to be the same with our campaign language and messaging.

This project showed me the importance of targeted messaging and working within established brand guidelines while still injecting a personal touch. It also highlighted the value of research in developing communication strategies that connect authentically with an audience.