An exhibition identity framing the student female vote as empowering, intelligent, and highly capable.
Timeline
7 weeks
Role
Identity Design, Exhibition Design
For
A public-facing Carnegie Mellon University student installation
Gen Z women have often been positioned as political pawns in U.S. elections due to their influence on social issues like reproductive rights, climate change, and gender equality. Thus, fear tactics have been used in the past to sway their votes or make them feel their vote doesn’t truly count.
Ahead of the 2024 election, this identity incorporates game-like themes while providing real resources for candidate policy education and registration. By having these resources under their belt, women hold the cards in this election. Young women can be empowered to use their vote strategically—it’s their move.
Sharp triangular grids inform the brand system.
THE CUTTING ROOM FLOOR
Experiments that didn't make it to the final product.
RELATED PROJECT
The "Your Move" campaign stood alongside my peers, who each had their own unique target audiences and campaign identities. I helped design the overall exhibition these all stood together in, which you can view here.