Michelle Obama’s When We All Vote Launches New Brand Identity

In 2020, WWAV launched a multifaceted campaign that embedded voting into culture. However, they faced a sea of sameness across visual identities throughout the voter education and registration landscape.

Today, more than half of Americans are millennials or younger. And their politicians are redefining what it means to be a politician.

So, ahead of the mission-led initiative's inaugural Culture of Democracy Summit in Los Angeles on June 13th and 2022 midterm elections, WWAV is launching a new brand identity that is redefining what it means to engage with politics by embracing a new generation of voters, and meeting them where they are predominately having debates and discussions - on social media.

Moving away from ‘institutional’ design to a more ‘civilian’ one with a desire to speak directly to the individual, the new design is meant to represent the diversity and dynamism of America’s young voters today and into the future.

“When We All Vote is on a mission to change the culture around voting and embed voting into every aspect of our culture -- from the shows we watch and the influencers we follow to the content we consume. As we approach the 2022 midterms, we want to take our work to the next level, and I'm proud of our partnership with Johannes Leonardo to create a new brand identity that redefines what it means to engage with a new generation of voters. They helped us develop a visual brand that aligns with how we see ourselves and how we want to be seen ahead of our inaugural Culture of Democracy Summit in LA." Stephanie L. Young, executive director of When We All Vote.  

“When We All Vote is a true representation of our agency philosophy, consumer is the medium, brought to life,” said Jan Jacobs, co-founder and creative chairman of Johannes Leonardo.

“Power in the hands of this generation will impact change,  and our new design system represents the diversity and dynamism of American young voters today and into the future.” Jan Jacobs, Johannes Leonardo, co-founder and creative chairman