Proving the power of print in the digital age of politics.
Client USPS is one of the country’s oldest institutions, but in a world of digital options, mail is often overlooked as a marketing channel, especially by younger digitally native political analysts.
2024 Political Mail Primer
Challenge
USPS created the Deliver the Win® website in 2016 to educate political campaigns by releasing annual research reports—but the site’s content had become stagnant. It’s updates were too infrequent for users to engage with year-round, and much of its content was static (pdfs) and tailored to demonstrate how mail was perceived by voters vs. how to strategically use mail to connect with voters.
Solution
Create a suite of compelling, interactive campaign pieces and revamp the Deliver the Win political mail website for the 2024 election season to encourage users to bookmark and come back for more.
- Website restructure and visual refresh
- Campaign Mail Handbook
- Campaign Mail 101 Tutorial
- Campaign Mail Planning Tool
- Informed Delivery Interactive Map
Design
The campaign leveraged the brand’s classic bold swiss style—but brought in a spunky gradient of red, white and blue to keep any individual piece from looking partisan. Care was taken to give the site a significant look and feel renovation without throwing out the existing infrastructure.
My role — Creative director, art director, web designer, design system component library devleoper/manager
1M+
users driven to Deliver the Win
2x
increased traffic from 2020 elections
146M
impressions from paid media
5000+
leads generated
Campaign Mail Handbook
The campaign’s look and feel was set by the primary offering — a printed handbook for everything campaign mail. The crisp, modern, spiral-bound handbook fits into existing brand standards without looking dated to draw in younger strategists who tend to think of mail last.
15K+
downloads
One of the project’s main objectives was to make the site more ‘bookmarkable’ — a reference that users would save and revisit.
The creative team pitched numerous content ideas with more interactive potential and landed on a tutorial for users just beginning with mail and a planner which allowed users to take the next step and customize an action plan for their campaign.
