ELECTION RESULTS: Successfully increased votership from 7% to 35%, with a 91.6% voting 'yes'.
Challenge: In order to combat Unitrans' growing budget deficit, my team was tasked with creating an unbiased message campaign to encourage a >13% increase in student voter-ship for the 2019 Winter Quarter student body election.
Team: Unitrans' Marketing Team (Morgan Tieu, Samantha Woo, Celina Leong, Allison Hsieh), Unitrans' IT Team
Tasks: Branding, research, campaign design, team management, print & digital design, website wire-framing
Tools Used: Adobe Illustrator
Timeline: December 2018 - February 2019
Background: Unitrans, the main public transportation service in the city of Davis, proposed an increase on student tuition on the university's election ballot to combat the company's growing budget deficit. In order to pass the referendum, 20% of the UC Davis Student Body (around 7,078 out of 35,186 students) needed to participate, while at least 60% needed to vote “Yes”. The previous election concluded with only a 7% participation, thus we needed to create a 13% increase in votership by impartially informing voters of their “Yes” and “No” options.
When considering the overall campaign identity, I primarily focused on creating a call-to action that presents information in an unbiased but essential manner. I gravitated towards basic color schemes and short, bold statements to start.
It was important for me to capture the essence of our campaign in a quick to read icon. The first step to creating an identity was to provide a logo on all the related materials, one that screamed 'vote' and 'Unitrans'.
Development focused on providing a name that remained quick to understand, remember, and was unbiased towards our cause.
Alternative Arrangements & Styles
Color Palette & Fonts
Social Media & Web
On Campus Materials
With the vast amount of information needed for the public to gain a full understanding of the referendum, my team was tasked to collaborate with our IT department to provide a responsive website with all the necessary facts laid out. For this portion, I mainly worked with Celina Leong to create a wireframe for both the web and mobile format of this site.
In terms of impact and size of audience, this campaign was the largest project I’ve worked on in my entire career. I had to learn how to quickly organize and prioritize team goals, create flexible designs that would be easily adaptable for multiple uses and platforms, and convince an audience to pay attention to a complex and intimidating topic.
Overall, my team proved flexible and dedicated, being able to adapt designs for multiple materials and work on unfamiliar projects that involved more crafts or web design. Our campaign effectively drew in the attention of a majority of the student body, and resulted in the largest voter turnout in the college's history.