Branding The Vote
11/16/2010
Successfully Saving Our Shore With Branding
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The Save Our Shore Brand Design
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The objective was simple: Raise as much awareness as possible for an election-day bond that would impact the public’s access to 83 acres of treasured land on Narragansett Bay. The Rhode Island 2010 voting ballot included an Open Space and Recreation Bond, which sought to acquire property made recently available for sale (the old Rocky Point Amusement Park, for one) at down market prices to convert into public parks and other uses, and to preserve and maintain existing structures.
The bond passed on November 2nd with almost two thirds of the voters’ approval. “It’s a great day for the Ocean State,” said Jonathan Stone, Executive Director of Save the Bay – one of the bond’s sponsors. “Even in these difficult times, Rhode Islanders see the merit of creating public access along our shorelines. Collectively, we’re making an important investment in our future. We are adding to our treasures of publicly accessible natural resources, we’re enhancing three cities’ local economies, and we’re strengthening our state’s position as a premier tourist destination.”
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Rhode Island Monthly
Color Ad
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As Stone pointed out, these are tough economic times. Especially given the state’s budgetary concerns, this bond could have easily been overlooked or rationalized against. But it wasn’t. Was its success simply due to Rhode Islanders’ collective protectiveness of our coastline? Or was it more than that? How did the organizations involved in sponsoring the bond raise enough awareness about their objective and communicate its importance and relevance to citizens?
Early on, the bond’s sponsors knew that it would be essential to drive as many voters to the booths on November 2nd as they could reach. How to go about accomplishing such a feat, however, was not so clear. There were four separate parties involved as sponsors, and each had initially started by doing their own promotion for the bill, using very different materials and designs. Realizing that there was strength in numbers, they made the decision to join together and unify their message, resources, and efforts.
If people don’t know about a bond, they won’t know to vote for it; that much is obvious. A large part of getting the word out involves advertising, signage, promotion, presentations, brochures, and other channels. But another element which is more subtle – but also essential – is finding the right message and the right symbol, or design, to represent it: to create a slogan and logo that will be compelling, pleasing, clear, memorable, and which will communicate a quick, clear call to action.
The sponsors chose to approach Roskelly Inc. branding and graphic design firm because of the firm’s prior success in helping the Bristol Animal Shelter pass a bond in 2008 to build a new municipal shelter. Roskelly listened to the shelter’s concerns, and then used their understanding of its goals to design a friendly new logo and unique branding campaign for the Shelter, which ultimately helped to increase voting.
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Bumper Sticker and Banner design
SOS Web design
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For this new project, Thomas Roskelly, Creative Director for Roskelly Inc., knew that he needed to design a logo that would unify all elements of the project under one cohesive, inspiring message. “Save Our Shore” accomplished just that, with the play on “S.O.S.” adding a sense of urgency. The word “Our” reminds voters that this is an issue that is very relevant and personal to Rhode Islanders. It was a stroke of luck that the bond happened to fall as #4 on the ballot, since “Vote Yes on Four” rhymes so neatly with “Save Our Shore.”
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Emailable flyers
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The colors green and blue were chosen for the logo in order to capture the environmental theme of the message. The logo was shaped to look like a wave lapping upon a grassy shore: calm and serene, yet also dynamic and showing movement as it incorporated type into shape. The feel of the overall image was meant to encapsulate and evoke the emotional connection that so many of us have to the Ocean State.
The design scheme was then used in producing new rack cards, bumper stickers, as well as a new website www.SaveOurShoreRI.org. The SOS brand color scheme was employed in different areas of all the promotional materials, which tied them together with a consistent, balanced design. Shortly before election day, there were hundreds of “Save Our Shore” signs posted along busy streets around Rhode Island.
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Large 1/4 Page Newspaper ads
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The bill’s sponsors were thrilled with the success of their campaign. Although it would be nearly impossible to quantitatively measure the degree to which the new logo and signage impacted the bond’s success, Mary K. Talbott, Save the Bay’s Director of Marketing & Communications, told Roskelly, “We couldn’t have done it without you.”
During an election season filled with so many different candidates, issues, messages, media platforms, it can be nearly impossible to stand out and be heard – or even noticed! A compelling, relevant message presented in a concise, appealing, and memorable format can truly make or break a campaign. Of course, now that the bond has passed, the work truly starts:
"Now the hard work begins,” said Stone. “Once the land has been secured at Rocky Point and India Point, we will work with state and local officials to make sure that the public plays a significant role in developing these properties. The planning and design of these recreational facilities should be an open, inclusive and transparent process”. Stone went on to say “I want to thank Roskelly for all the help on our “Save Our Shore” campaign. The Tag line, artwork and creative vision were so effective in communicating our message. Our advocacy will not stop with the positive election results.”
Roskelly Inc. is proud to have been a contributor to the success of this forward-thinking and conscientious cause.
Written by Amanda M. Grosvenor
About Roskelly Inc.
Roskelly Inc. Creative Brand Consultants, located in Portsmouth, Rhode Island,is a cooperative team of senior consultants that brings full service branding and marketing to its clients, including award-winning logos, graphics design, advertising, copy, public relations programs, marketing materials, and websites.
For further information, call 401-683-5091 or go to www.Roskelly.com