PICO California
Everyone counts, so should the design
Strategic art direction for PICO California’s 2020 Census campaign, creating a visual language designed to reach communities across California and make participation feel relevant, human and worth acting on.
Client: PICO California
Role: Strategic Art Direction · Brand & Campaign Design
A toolkit made to travel
Posters » Factsheets » Pledge cards » Social graphics » Videos » Merchandise
Designed as a toolkit that could move through congregations, neighbourhood organisations, social feeds and community networks, without losing the campaign identity.
One campaign, many communities
The identity had to travel, across languages, faiths, neighbourhoods and a statewide network.
Designed in English and Spanish, the campaign gave organisers a recognisable visual language they could take into their own communities.
Drawn together
I developed the creative direction and briefs, bringing local illustrators into the campaign to give different community voices their own character.
Celeste Byers illustrated the design. Stef Wong created the portrait for quote series. I brought their work together within the wider visual identity.
Built around people.
Faith leaders became the faces and voices of the campaign.
What began as a federal form became something local, carried by familiar faces, community voices, illustration, colour and a shared visual language.
