Every Vote In — 360 Campaign Promoting Early Voting in LA County

For the historic 2020 election during COVID-19, I led creative development as the sole designer on the largest integrated campaign of my career. “Every Vote In” was a countywide 360° effort by Los Angeles County Registrar-Recorder/County Clerk, designed to drive voter registration, promote early and mail-in voting, and educate one of the most diverse populations in the U.S.

At the time, I was only a junior designer, and the scale, visibility, and stakes of this project were intimidating. Leading creative across hundreds of assets, multiple workstreams, and cross-functional teams pushed me to think beyond execution and into systems, process, and coordination. This project became an early turning point in developing my project management mindset and confidence operating at scale.

Creative Leadership

I developed a bold, modern visual system that was adaptable across digital, social, video, TV, radio, print, and OOH, all within an accelerated 7-week timeline.

Key creative challenges included:

• Designing a flexible identity system that could scale across 13 languages, and ensuring layouts supported varying copy lengths and non-Latin glyphs
  Using culturally resonant, portrait-forward visuals that reflected LA County’s diverse communities
• Building editable design systems in Google Slides so non-designers from client teams and partner organizations could make copy and translation updates without compromising brand integrity
• Iterating creative in real time based on engagement data and campaign phases

Results

The campaign contributed to historic voter engagement in LA County:

• 76% voter turnout (up from 69% in 2016)
• Nearly 80% of 4.3 million ballots cast by mail
• Digital ads delivered 102M+ impressions
• 77.7% average video completion rate (well above 50% benchmark)
• 204M+ OOH impressions across 501,947 placements throughout 5 supervisorial districts
• 36M+ impressions from in-language print ads
• Featured by the Los Angeles Times as “one of the best-ever uses of the ad format” for our homepage takeover

Beyond performance metrics, the campaign achieved widespread community adoption, with partner organizations customizing and distributing our toolkits, and large-scale “I Voted” installations organically generating social engagement across the county.