Ty Fujimura: Obama's Design Strategy Recalled for 2012 Campaign

President Obama kicked off his 2012 campaign last week by releasing a video and website urging supporters to "Get In" early. The site sports a handsome new design direction in line with Obama's predicted 2012 messaging: it's mature and stately, but accessible. Gone are the sleek lines and gleaming buttons of the brash 2008 site, replaced by fuzzy textures and cozy typography.
The campaign's continued emphasis on design as a political tool is an obvious carryover from last election, when Obama dominated the brand battle. Especially compared to the McCain campaign's tired and outdated look, Obama's visual style read instantly as "Change," clearly aligned to his overall messaging. It was a stunning marketing job and a significant factor in his victory.


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