![]() ![]() I’ve worked with giant, global corporations who don’t do it this well. The senator’s design strategy has given these diverse platforms (and their different audiences) a coherence that makes them all work together. ![]() Cell phones, mobile devices, Web sites, e-mail, social networks, iPods, laptops, billboards, print ads and campaign events are now just as important as television. His people not only understand how media has splintered, but how audiences have splintered, too. Barack Obama is running the first real transmedia campaign of the 21st century. The Obama people have used design to take that discipline to a whole new level. ![]() No opportunity to amplify that story should be missed. During that window, the campaign must make sure that everything it produces - everything it touches - delivers the candidate’s message in a meaningful way. There’s a compressed amount of time to tell a candidate’s story before the race is over and the campaign vanishes. Political campaigns are the Brigadoon of branding. Is maintaining a strong design program really so difficult? A: I think the real story here is less about typography than it is about discipline. Q: The other campaigns are less typographically successful. Senator Obama has been noted for his eloquence, so it’s not surprising that someone so rhetorically gifted would understand how strong typography is and how it helps bring his words - and his campaign’s message - to life. The use of typography is the linchpin to the program. From the bold “change” signs to their engaging Web site to their recognizable lapel pins, they’ve used a single-minded visual strategy to deliver their campaign’s message with greater consistency and, as a result, greater collective impact. But as a result of their approach to design, the Obama campaign really stands out. Just imagine the thousands of volunteers and endless elements they must orchestrate from town to town, state to state. The interview is as follows: Steven Heller: As a branding expert, can you tell me what it is about the typographical scheme of Senator Obama’s campaign that is unlike his challengers’? Brian Collins: John McCain’s, Hillary Clinton’s and Barack Obama’s campaigns all make good efforts to brand their messages consistently. In an interview by Steven Heller of the New York Times, branding expert Brian Collins is asked for an explanation of Barack Obama's campaign success. ![]()
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