Dark Blue — Civic Engagement Campaign
Context
Dark Blue is a Charlotte-based initiative aimed at increasing voter turnout by engaging the large number of existing but underactive Democratic voters.
Problem
Many eligible voters are already aligned but disengaged—traditional political messaging often fails to meet people where they are or motivate real-world action.
Goal
Create a recognizable, community-driven campaign that energizes voter turnout through accessible, repeatable assets across both digital and in-person experiences.
Approach
Built a bold, flexible campaign system that connects digital messaging with real-world engagement.
Developed a distinct “Dark Blue” visual identity and toolkit
Designed social content to simplify messaging and increase shareability
Extended the system into physical touchpoints (event tickets, promos)
Leveraged existing community (Instabeerup) to activate meetups at local breweries
Framed events as low-barrier entry points (“first drink on us”) for civic engagement
