In 2014, I redesigned an existing site whose design had become dated. The first redesign modernized the site’s look and featured a purple, gold, and warm white color palette, referencing Arizona’s desert setting and Sinema’s campaign logo. In a 2016 redesign I further updated the site’s look and also further integrated the campaign logo’s purple as the primary color of the site. For the 2018 Senate version of the site, my design continued the trend of modernization, featuring large, bright images, bold content blocks, and a color palette prominently featuring the campaign’s signature purple. CNN Politics noted the campaign’s purple as one “bucking the usual color scheme” of political campaigns.
After the announcement of her Senate run, that campaign gained national attention and I continued to work with Summit Strategy to improve that site. While they refined the site’s content and messaging, I designed and developed new parts of the site creating the necessary pieces to emphasize the candidate’s priorities and qualifications. I retooled sections, created subtle animations to encourage interaction, designed and developed splash pages for election day, created a Spanish-language version, and more.
All of these changes – with their short timelines and with a cohesive and evolving visual language – helped the campaign expand its audience, first from one congressional district to the state of Arizona, then from reliably Democratic voters to moderate and independent voters, ultimately winning the election.
In November 2018, Kyrsten Sinema won her campaign for U.S. Senate in an historic victory.
In addition to flipping a Senate seat from Republican to Democrat, her win achieved a number of firsts: She was the first Democrat from Arizona elected to Senate since 1995. She was the first out bisexual U.S. Senator in history. And she was the first-ever female Senator from Arizona.
And then:
Senator Sinema pivoted from her more progressive roots to stand out as one of two Democratic senators blocking legislative action. She then switched her party affiliation to Independent and eventually announced she wouldn't seek reelection.
Senator Sinema pivoted from her more progressive roots to stand out as one of two Democratic senators blocking legislative action. She then switched her party affiliation to Independent and eventually announced she wouldn't seek reelection.
While that arc was a disappointment, the initial win was still a notable and fulfilling victory.
Kyrsten Sinema Mobile Home, Interior, Navigation
Priorities Page, Spanish
Priorities Page, English
Kyrsten Sinema 2018 Election Day splash page, integrating
a form used to help voters find their polling place.
a form used to help voters find their polling place.
Late 2017 Senate Splash page, with video announcing Sinema’s Senate bid.
