Verified Voting

Verified Voting’s brand was outdated and did not speak to the level of professionalism and advanced technical knowledge that their team possesses. Rather than disposing of the substantial brand equity that had been accrued over the years, we sought to take recognizable elements from the Verified Voting logo and translate it into something that is clean, tech-oriented, and modern, while using the checkmark and color palette to reference the original brand. Our rebrand leaned in to Verified Voting’s expertise and knowledge, reflecting their commitment to fairness, advocacy, and accountability. By creating a Brand Style Guide for Verified Voting, we were able to define a set of consistent branding elements that can translated across all mediums. The Verified Voting Brand Style Guide included logos, typeface selection, primary and secondary brand colors, iconography, taglines, and usage guidelines, which were then translated into marketing assets including business cards, letterhead, social media assets, fundraising materials, advertisements, and more.

With the onset of the 2020 election, Verified Voting’s work was more urgent than ever. A wide variety of users, including policymakers, election officials, the press, and the public, come to VerifiedVoting.org for the latest news on election security, exclusive data about voting equipment, resources about audits/legislation, and more. Verified Voting faces the unique challenge of communicating extremely complex issues that touch on policy, politics, and technology to audiences that range in experience from data scientists to curious members of the public. We worked with Verified Voting to redesign their website into a clear, concise, and attractive experience, solving the issue of how to communicate complexity, simply.

With the most complete dataset on voting equipment in the country, The Verifier is one of Verified Voting’s greatest assets. It is a critical tool for identifying existing vulnerabilities in election software and hardware. Working with Verified Voting's backend database crew, our design and development teams optimized and fully redesigned The Verifier using modern data visualization features, allowing for better user interactivity and flexibility when including new datasets in the future. A massive initial dataset, combined with multiple tabs, state and county breakdowns, and the request for additional datasets, ensured that The Verifier project would be a challenge, but the results speak for themselves. The Verifier has been lauded "a national treasure" and its data has been integral to the coverage of the 2020 election, being featured in The New York Times, HBO's Last Week Tonight with John Oliver, The Washington Post, and countless other media outlets.