OBAMA FOR AMERICA '12

Design | Creative Direction

Photo credit: Christopher Dilts

Merchandise became a huge part of the visual language of the 2012 Obama campaign. From the very beginning, the digital team knew that we wanted to stand out from other candidates by finding new and unique made-in-the-U.S.A. products to work with—we had 18 months of campaigning in front of us after all. Supporters were going to need the proper attire to get the word out. In the summer of 2011 I was responsible for designing many of the products we launched the store with—from baby onesies to knitwear and everything in between—all before hiring a design staff. Once we had a full staff of designers in place I took on a more creative direction role, planning larger merchandise rollouts, art directing the online store promotion, and managing production materials and schedules with our outside vendors. By Election Day 2012 we had launched dozens of product lines, printed two catalogs, and had partnered with some of the biggest names in fashion to create merchandise for our most stylish supporters and generated more than $40 million dollars for the campaign.

Press:
Obama 2012 Campaign Offers Wide Array Of Swag
Runway to Win: Obama Campaign Merch Raked in $40 Million