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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 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.

1 Comment

  1. Burt Rosen

    January 22, 2009 at 3:08 pm

    I really like the site. Since being unemployed, I sent them a note volunteering to help them out in any way that they needed. Guess what? The email was returned as address not found. Its nice to know the government hasn’t changed THAT much!

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Creative Director, Designer, Brand Builder, Speaker, Podcaster, Crazy One. As a designer, I have 20+ years experience creating the strategy, concepts, and designs for award-winning integrated global advertising campaigns, building multiple global Fortune 500 brands and creating innovative digital experiences. As a leader, I have 15+ years transforming agency and client-side teams using a mix of creativity, business strategy, process and political skill to create innovative, world-class work and cultures that change industries and companies. My clients have included American Airlines, W Hotels, Disney, Citi, ExxonMobil, Acura, Old Navy, Nationwide Insurance, Verizon, Subaru and many others. My work has received over 150 international awards, my app designs have been named as one of the World’s 100 Greatest Apps, Apple has featured my work in 9 keynotes, 4 TV commercials and more.

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