Hot Girls Vote
Hot Girls Vote is NextGen America’s innovative voter registration campaign designed to mobilize Gen Z women and allies through culture, community, and bold design. For the 2024 relaunch, I led the rebrand with a new design direction inspired by Olivia Rodrigo’s GUTS album, building a campaign aesthetic that felt unapologetic, fresh, and unapologetically Gen Z.
Creative Direction
- Rebranded Hot Girls Vote to better resonate with Gen Z audiences.
- Directed the overall visual identity, blending bold typography, vibrant color palettes, and textured GUTS-inspired elements.
- Designed custom illustrations through the Artist Network, highlighting issues Gen Z women care most about: reproductive justice, economic justice, and worker’s rights.
- Oversaw digital team and led redesign the campaign microsite, which featured:
- Rock the Vote integration for seamless voter registration.
- Playlist-powered engagement (Spotify playlists aligned with campaign themes, encouraging sign-ups and pledges).
- Clear action funnels for pledging to vote, signing up for updates, or downloading campaign assets.
- Worked cross-functionally to ensure the site was not just visually engaging but also optimized for user flow, accessibility, and high conversion rates.
- Led the creative direction for social campaigns to ensure the brand look and feel carried across Instagram, TikTok, and Twitter/X.
- Developed animated graphics, reels, and short-form video content in collaboration with the video producer.
- Coordinated with the social team to design customizable posters and shareable graphics that field organizers could use for on-the-ground voter engagement.
- Designed influencer merch kits so social creators could amplify Hot Girls Vote with branded content that matched the campaign’s aesthetic.
- Ensured that all digital and organic social content maximized engagement while staying true to the campaign’s empowering tone.
Impact
- Reached millions of young voters online through influencer-driven and music-driven engagement.
- Registered and pledged thousands of new voters directly through the playlist-driven microsite.
- Reinvented Hot Girls Vote into a pop-culture-aligned campaign that blended music, activism, and digital community.
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