We looked towards the election for our 2024 Los Angeles vs Hate campaign. We wanted California voters to make educated voting decisions based on candidates who support equality, equity, and community. While we had to remain non-partisan, I think we all know who to vote against when talking about hate.

We looked at various ways to approach a design that connected anti-hate initiatives and promoted voting, ultimately landing on referencing old campaign buttons. The out-of-home campaign lived at bus stops, metro stations, and lifeguard stands, while the digital campaign existed in gif and sticker form. The buttons gave us the most flexibility with messaging since we didn’t have to rely on heavy illustrations and could easily manipulate layouts depending on the use case. Additionally, we versioned the posters and digital in 8 different languages (to reflect the diverse LA communities) and the buttons allowed for easy typography shifts.