Challenges

• Capturing Tester's rugged, relatable persona through a grungy and masculine design aesthetic.

• Ensuring the website loaded quickly to accommodate rural Montana’s slower internet.

• Balancing the need for digital friendliness while retaining the essence of his previous branding.

• Prioritizing donation collection and supporter engagement via email signups while showcasing Tester's accomplishments and campaign updates.

Design Strategy

I started by simplifying Tester's old logo to make it more digitally friendly while retaining its original character. I introduced new colors to the brand and incorporated farm-centric imagery, grungy textures, blocky shapes and typography. These elements emphasized Tester's dirt-farming roots and resonated with his rural voter base. Additionally, I selected photos that depicted Tester working on his farm and interacting with local supporters to reinforce his approachable, down-to-earth persona.

Process

The process started with updating the logo and designing the website homepage, which set the visual tone for the entire brand. For the website, I created key modules like, email signup and donation component, an “About Jon” section linking to his personal story, an issues/accomplishments module highlighting his work for Montana, and a press release module for sharing the latest campaign updates.

After the homepage was approved, I designed the inner pages to align with the visual language and support the campaign’s goals of collecting donations and bolstering the Tester brand. Once the design was finalized, I prepared a detailed handoff for developers, uploaded content, and conducted a thorough visual QA to ensure the site met all standards before launch.

Results & Impact

The rebrand and redesigned website were pivotal to the campaign’s success in raising nearly $92 million. The optimized design and effective donation funnel significantly boosted supporter engagement and fundraising. Additionally, complaints about slow website load times were entirely resolved after the launch, improving the user experience for rural voters.

Role & Responsibilities

As the lead designer, I was responsible for:

• Simplifying and modernizing the logo while retaining its original essence.

• Establishing a cohesive visual brand with a new color palette and thematic design elements.

• Designing the website from concept to final handoff and conducting QA.

• Creating campaign ads to complement the refreshed branding throughout the campaign.