I have written for months that I have been impressed with how, now president, Obama has used digital media in his campaign. That was clearly part of a larger plan by his team to turn him in to a major international brand complete will a logo, word mark, color scheme, brand words and all the other elements you would expect. The results speak for themselves and the team that created the Obama brand has done a better job with it than 95% of the companies I can think of.
All of that being said it’s not terribly surprising that his digital presence has undergone a transition similar to the one found in the real world. Traffic to his campaign site will find a message directig them to go to the the White House site that has now undergone the same transformation as the actual Whitehouse. This new site draws clear inspiration and design elements of Obama’s campaign site but is able to temper it with more restraint than we have seen before in his digital assets. I thought that his campaign site bordered on a Pepsi sub brand at times with their heavy use of gradients on nearly every element of the site. The Whitehouse site again shows an attention to detail that is is sorely lacking in so many major brand sites and probably never seen on government Web sites. The new Whitehouse site is full 508 compliant for people with disabilities, has multiple RSS feeds so you can stay current on news and items on the countries agenda, a blog , a prominent contact us form and email sign up. All of this was created because the administration is “committed to making his administration the most open and transparent in history, and WhiteHouse.gov will play a major role in delivering on that promise”. They are promising more content and features in the months to come so it will be interesting to watch to see how they are able to leverage digital media to do some good and if it will keep the American people involved in what is going on.