What Role Does Design Play in Presidential Campaign Branding?

Two successful campaigns that redefined candidates' aesthetics

Joe Biden and Donald Trump posterized images
Experts debate whether presidential candidates can truly be authentic and to what extent design conveys that authenticity. Trent Joaquin/Getty Images

Can great creative and professional branding and design win an election? In 2008, many designers said yes—but in 2016 Donald Trump proved that less polished design can have a power of its own to unite voters behind a cause when it is unified with reflexive messaging.

@JessZafarris jessica.zafarris@adweek.com Jess Zafarris is an audience engagement editor at Adweek.