One Nation, All Beliefs
BRIEF
In 2023, Americans United for the Separation in Church and State (AU) sought to engage donors and grassroots supporters in a “national recommitment to church-state separation.” I led the creative development for the name, tagline, and visual identity of the campaign.
Working with research and experts, my team identified the most pressing issues resonating with our audiences, as well as segments that had proven challenging to mobilize in the past. Crafting a compelling campaign identity, we meticulously message-tested strategies across earned, owned, and paid media channels, tailoring our approach to politically engaged Americans aligned with AU’s specific interests.
Our concerted efforts culminated in establishing a robust advocacy network, galvanizing supporters to advocate for change on critical fronts, including reproductive freedom, public education, LGBTQIA+ rights, and democracy issues. The impact of our initiatives was palpable, ushering in thousands of new supporters to AU's cause. Our advocacy pledge garnered over 17,000 signatures, while our digital outreach achieved 7 million impressions. Furthermore, our strategic approach secured 28 earned media hits across top national print and broadcast outlets, amplifying AU's message and influence on a broader scale.
PROCESS
Research & Discovery > Concept & Iterate > Deploy, Assess, Adjust
RESEARCH & DISCOVERY
The team conducted extensive research and analysis on the landscape of the campaign's objectives, the organization, and the pertinent issues.
I led a cross-departmental brainstorm to ideate and tailor language that would resonate with ideologically diverse audiences.
CONCEPT & ITERATE
I collaborated with a copyeditor to narrow our name and tagline options. From there I designed lockups to visualize each of the campaigns.
The campaign’s brand would act as an extension of the broader AU brand. I presented these options, and solicitied actionable feedback that were directed achieving a balance between communicating “faith” and “freedom” while determining the extent to which the AU brand would be integrated.
DEPLOY, ASSESS, ADJUST
I storyboarded and developed animated HTML5 content, presenting concepts and updates to the client throughout the process. As the campaign grew, I led the execution of further asset development by junior staff.
Additionally, we produced geo-targeted in response to significant litigation news.
