Branding Obama. Perfect storm?
The final stretch. Our feature article leading up to and thru the election will recap what many “branders” have concluded: Obama’s campaign is case-study worthy. ( collage on left from special edition – Creative Marketers Report 2008, Creativity; campaign logo/button from on-line store on official Barack Obama website. )
( above ) logo design: collaboration – mo/de and sender llc
If you are a creative and have been following the election, you have seen this stuff. If you are a creative not following the election, you have probably seen this stuff.
Is this a perfect storm? The economic environment. A war. The candidate. The marketing team. The technology. The financial resources. When all the stars are in alignment.
Speaking of “financial” resources, Obama raised a great sum of money by declining public campaign funding. A bit more intangible were the “intellectual” and ‘emotional” resources: the generation of creative marketing materials that became available, and may be still is arriving, which is unsolicited, donated. It’s what possibly sets branding a president apart from introducing and marketing, let’s say a product like the new iPhone or a service, Virgin America, a new domestic airline.
We know that Apple consumers can easily be classified as cult-like. It’s possible Virgin America will also attain a fanatical following in the near future. But, it’s hard to imagine Steve Jobs or Richard Branson being bombarded with donated print ads, apparel, signage, videos, graffiti, twitterings from uber-fans of their companies. ( Of course, we might find out differently from someone who knows… )
At first glance, that what it looks like. The bulk of the effort looks good too. Though some application control is lost the campaign is an evolving marketing-mix that’s strategic, creative, curated by a talented and experienced Obama team. We’ll strive to identify contributors as this post develops.
Even if creatively challenged but you read, shop, jog, walk your dog, you have seen this stuff. But if not, enjoy a sampling of images. It’s just a tip of an iceberg.
( above ) designer: tom fox from louisville, kentucky
( above ) designer, shawn hazen
( above ) street artist, shepard fairey from los angeles, california
( above ) from juicy couture
( above ) designer zac posen
( above ) designer: lisa marie regan from tulsa, oklahoma — this is a signpost
( above) documentary filmmaker: errol morris
( above ) parodies of fairey
( above ) photomosiac artist” charis tsevis
( above) artist: dee
( above ) autographed sticker, upper playground artist: munk one
( above ) fashion designer: marc jacobs
( above ) designer: tia salmela keobounpheng from minneapolis
( above ) designed by” artmags.com from oregon
( above ) design firm: thunder dog studios, long island city, ny
( above ) tribute to warhol, artist/designer: terri bell
( above ) fashion designer: jean charles de castelbajac.
( above ) screenshot 30-minute ad, october 29, 2008
( above ) robocall from cincinnati
Official logo
An official presidential logo and it’s usage. Innovation is not a design criteria requirement though it’s said the circle bucks convention. Familiarity, mass appeal is important and it succeeds on many levels of perception expressed by many. Colors for one. Less obvious, Pepsi another easily recognized, friendly image.
A good logo permits a wide range of application and it succeeds, giving a credible, official imprimatur and doesn’t get in the way of the messaging. Despite good visual qualities we find applications sans logo as the logo isn’t a mandate. Creatives enjoy artistic freedom. Hats off to a non-cookie cutter visual rule book.
New Media
Four years ago it was new media vs old politics. John Dean was light-years ahead of the pack establishing a grassroots network via the Internet to get out the word. In 2008 both candidates are better Internet matched but there is a big difference and many voters “won’t get” the difference. If you aren’t a blogger, don’t have a Facebook or Flickr account the savvy Obama site will be unappreciated. ( New media director Joe Rospars powered Dean’s 2004 Website and co-founder of Facebook, Chris Hughes help to develop Obama’s site. ) But the creative community says Obama “gets it” with how Web savvy users, social networkers, communicate, interact, organize, raise money, and respond to the media.
Integrated design
The campaign to date has successfully integrated both online and off messaging. Creative director of DIGO Brands, Mark DiMassio, “the Obama brand is the social creation of the community rather than the creature of the media or ad people of the campaign organization itself.” This bottom up approach aligned with the mantra of “change” is what truly sets the campaign apart.
Creative sources
moveon.org
meaningful distractions
obama art report
creative review
more pro-bono election work
tale of obama
shepard fairey: progress
the learning curve
logobama
upper playground
democracy, designers, and obama
artist spotlight: dee
rene wanner poster page
thunder dog studios, obama bike
terri bell, tribute to warhol
jean charles de castelbajac
new hope, switzerland
the obama art report
design and political communication
Media sources
npr.org
huffington post
washington post
blog.newsweek
new york times
freshness
counterforms for obama
people in the middle
all that glitters
salon: obama’s infomercial night
crain’s chicago business: 30-sec ad – nbc’s best
politico: designer’s like obama
politico: obama cuts radio ads for dems
businessweek: election designs 2008
obama’s 2008 presidential campaign staff members including campaign manager, david plouffe, and chief strategist, david axelrod.
official presidential sites
barack obama
john mc cain
16 comments ↓
This is a great example of some of the brilliant marketing that Barack Obama has benefited from thus far.
Each marketing piece you show represents a major piece to a very complicated puzzle.
These pieces convey the idea that Barack Obama in some way represents both the ideals of traditional America, as well as the seeds of change needed to “restore America to global prominence.”
By blending the two ideas, Obama can benefit from an advantage his opponent, Senator John McCain, cannot possibly match.
After Obama’s campaign clearly linked McCain to the Bush administration, Obama was able to solely benefit from the advantage of differentiation from the current administration.
ohhh dear ……..
Eric “Speedcat Hollydale”s last blog post..Old Towne Speedcat goin` down the River
It is evident now that Senator Barrack Obama isn’t leaving any stone unturned to clinch the hot seat at the White House. All for good, the many facted leader is turning out be the minion of the masses, not only the Americans but a host of lakhs of NRIs, and other nationals who are watching his rise to the most coveted powerhouse of our times. We can make out that each day he is nearing the goal and victory has been sighted by him.
Ron,
Yep. I’m the designer of the Obama “Just Words” poster.
Thanks for asking, thanks for this cool design site of yours, and thanks for letting me know about it. Cheers – Tom
Tom Foxs last blog post..The final push – Obama-Biden campaign cards
[...] Branding Obama on [...]
Found: an interesting post in the New York Times about this election’s poster child.
I’ve been volunteering at Obama Headquarters, mainly responding to voter questions, compliments, concerns and complaints via the campaign 800 number. I have received calls from so many creative people who have made videos, composed songs, painted, recorded and in other ways used their creativity to promote the Campaign.
Unfortunately, the Campaign cannot sort through and make use of them.
On another level, I’ve been in four states for the last week of primary campaigning. The creativity coming out of individual states is awesome. Some Obama offices sell local artist work with official Obama gear.
In Denver, local artists did incredibly colorful silk-screens onto T-shirts. Another invented “Barack-y-Mountains” – type set against background mountains.
A Santa Barabara black T-shirt sported Warhol-type multi-colored images of Obama. Obama has been drawn as the reincarnation of MLK, Jr., Ceasar Chavez and other icons.
Maybe your website could highlight these grassroots images and songs from around the country.
Not just a local brand but he is a global brand.
I had just written a small piece about Obama’s campaign savvyness from a purely political perspective. But as an artist myself, I find your outline of the visual aspects of his campaign to be intriguing.
Thanks for the read, I particularly enjoyed the varied artworks, and your brief analysis of them and how they play a part in politics. Art is always political and art is a very powerful tool in politics.
Nice write up, I look forward to reading more about it!
Anoks last blog post..30 Minute Obama ad.
Hey Anok, thanks for dropping by. I missed the 30-minute event. Thank you for putting it up there…
President-elect Obama,
Congratulations to you for your well-earned victory tonight. The American people have spoken and will now look to you for your leadership, your inspiration in these tough times.
Senator McCain,
The American people will continue to look to you to serve and protect with your unfailing passion.
This has been a historic election on many fronts. We thank you both for bringing out so many voters!
Today we learned that anything is possible.
Congrats with the election result – says a Norwegian.
Thanks for your BD greetings!
RennyBAs last blog post..Happy Birthday to RennyBA at his Terella
First of all, congrats to everyone. The outcome of this election impacts so much more than the U.S.
Secondly, awesome roundup of this season’s political design initiatives. Never has design played a greater role in moving people towards political awareness than in the Obama campaign. Brilliant.
I actually did a similar (albeit more modest) roundup of some smart, incredibly innovative design and communication efforts, check it out if anyone’s interested. Some overlap, but some stuff that didn’t make it on here.
Rock on.
brainpickers last blog post..Best of Election Season Innovation
Having been an active part in the Kennedy regime, witness to the King speeches and sorrow in the loss of some of our country’s most influential political figures, The election of Barack Obama for the first African American President of the United States of America was esoterically emotional for me. The creation of my Obama gear from my emotional viewpoint (even before he was officially elected) is my way to honor him and offer my support for his victory.
ShopTeezs last blog post..President Barack Obama (cafepress)The Most Historical Political Election Ever!
[...] sources: August 2008 slate August 2008 ad.blogspot October 2008 ugly doggy October 2008 designapplause December 2008 logo design love January 2009 washington city paper Share and [...]
Thank you. Very interesting article.
ritaawailias last blog post..People looking for instant payday loans as world oil prices fell.
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