democracy branding

Democracy Works

Serving voters. Powering elections. Building a better democracy.

Case Study

Using technology to power democracy.

Democracy Works is a nonpartisan, nonprofit organization dedicated to changing the status quo by building the tools needed to upgrade the infrastructure of our democracy. Their tool TurboVote is used by 6 million Americans to help with voter registration and provide election information.

Client: Democracy Works
Brand Architecture
Logo System
Style Guide
Build a better democracy.

I. Challenge

Make voting a simple, seamless experience for all Americans so that no one misses an election. Unite the disparate visual language and define a clear architecture.

Through years of growth and transition, the visual consistency across the Democracy Works brand started to break down substantially. This inconsistency impaired the audiences’ ability to fully experience it. To overcome this, Motto designed a strong and meaningful master brand using the open hand as a symbolic structure, and developed a unifying sub-brand system using color, typography, and graphics. We individualized each sub-brand while designing it to feel like a cohesive brand family.

II. Strategy

Playful. Inspiring. Personal. The opposite of what’s currently in the political landscape.

There was an opportunity for Democracy Works to unify and simplify its family of brands and tools, to better engage with its wide range of target audiences. We led Democracy Works to build a family of endorsed brands, lending the master name and overarching narrative to every brand touchpoint but allowing individual products to continue building their own distinct brand equity.

As part of the scope, we needed to design a total of five brandmarks including the master brand Democracy Works followed by the sub-brands TurboVote, The Voting Information Project, Get to the Polls and Ballot Scout.

Let’s Work Together