Case Study
All In to Vote
Objective
Research
An important part of my research was to observe All In to Vote and recognize why young voters were not registering. As part of the ALL IN Campus Democracy Challenge, All In To Vote is dedicated to teaching current to graduate students to improve their civic learning, political engagement, and voter participation.
According to the New York Times, young voters don’t register to vote because of the lack of habitual practice, lack of time and money, and they are turning towards activism to express themselves politically. This overall is making it difficult for 18 to 25-year-olds to get into the practice of voting.
Source: https://www.nytimes.com/2020/10/08/upshot/youth-voting-2020-election.html
For this direction, I wanted to try to use collage and grunge elements to appeal to my demographic through design inspired by activism posters. The design would consist of paper collage assets with a stop-motion movement to feel the most authentic.
My objective was to create a social media post that will inspire and motivate young voters or new voters to register.
Direction 01: Window Reminder
I found that 18 to 25-year-olds tend to have busy schedules. Sometimes, all we need is a reminder. Using a flat, vector design, I wanted to utilize the design of the digital tools that our audience uses most. This approach also incorporates tough love by calling out procrastination and encouraging the audience to vote.
This direction was the one that was chosen.
Direction 02: Control Your Future
Development
The font I’ve chosen for this direction is June Expt Variable. I decided to keep it the same since the shape language matched the overall playfulness of the design.
The color palette consists of yellow being the background color with the main colors being blue, red, and pink. The goal for these color choices was to be more eye-catching while still keeping the same general color palette as the All In To Vote logo.
Not the Final design
After some redirection for the chosen concept, I decided to switch the aspect ratio of the animation from 1920 x 1080 to 1080 x 1080. The design and layout would translate better as a social media post and would allow me to use more of the space.
First Pass Animation
The biggest note I received from my art director for my first pass of animation was how arbitrary the movement was for the windows and the main message was not successful. With this in mind, I made the windows pop in instead of drifting in and changed the messaging to something more relevant to the design. I also changed the color palette to be less saturated so that the yellow gives the other colors more contrast.
Styleframes
Final Animation
Audience
Our audience is 18 to 25-year-olds who may be voting for the first time. Those who also may not prioritize voting and need some encouragement to do so. Or those that need a reminder to vote.
Mood
Motivational, Inspiring, Youthful