After running the Obama campaign’s digital program in Ohio, I joined an elite squad of energized, optimistic young Americans at a new organization called Organizing for America, housed at the DNC. I became the creative director of the Democratic National Committee as well as OFA.
Fresh off the 2008 campaign, we’d seen firsthand the power that branding can have when your aim is to engage and organize people. There was a recognition that if we wanted to be the Party of Obama, the DNC needed to overhaul our identity.
I spearheaded that work with a great team of collaborators, including an outside firm. Facing a fairly intimidating set of stakeholders, including the President himself, we went through a thorough discovery process, explored multiple possible directions, scores of taglines, and wrestled with whether or not we should keep the donkey or put him out to pasture.