Lee County Democratic Club
In 2016, Alabama Senator Jeff Sessions vacated his Senate seat which triggered a special election the following year. Democrats throughout the consistently red state were energized by the potential of civil rights lawyer Doug Jones to be elected to the US Senate. Local communities spearheaded various voting registration efforts and campaign events. Lee County Alabama, where the towns of Auburn and Opelika are located, was no exception.
It was important for the Lee County Democratic Club’s (LCDC) visual identity to be confident, strong, and patriotic. A traditional red and blue color palette was combined with the all caps typographic voice of the font Cyclone. Inline and regular versions of the typeface were used to visually allude to the stripes of the American flag and patriotic bunting.
The primary identity and secondary identities are unapologetically patriotic in their references to the American patriotism. Each one acts as a single unit that can be combined with one another to create headers, footers, and more expansive brand pattern.
The design system was based on the eight rows of red stripes. Two- and Four-line combinations of typography could adapt to different messaging needs. Because of the short timeframe of the special election and quick turnaround for promotional collateral the design system aided in quick and efficient implementation.
Design deliverables ranged from public events, calls for on-the-ground canvassing, and social media advertising. On December 12, 2017, Doug Jones was elected the first Democratic Senator from Alabama in over a decade. Lee County which voted 58% Republican in the 2016 general election, flipped and voted 57% in favor of the Democratic nominee.
