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Title Using Design Strategy to add Value to a Political Campaign
Publication Date
Degree MFA
Discipline/Department College of Communication and Information / School of Visual Communication Design
Degree Level masters
University/Publisher Kent State University
Abstract At the onset of a project, the first question designers like to ask is: why? It seems like such a simple question and yet far too often it goes unanswered, or the answer is, 'Because we have always done it like this.' What has always attracted me to the concept of design strategy is that it provides a platform to help design better understood goals, objectives, and possibilities, while also providing tangible results showing better outcomes. Having seen the design process in a political campaign firsthand, I saw how the emerging challenges and unique problems facing communications for a presidential campaign could be improved through the inclusion of design strategy.This thesis is an examination of the political campaign process, its communication history, how the private sector has utilized design strategy and how implementation can better improve the core brand, messaging, and communications of a campaign. The aim is to better understand the campaign process and how innovation will be a key factor in determining the success of future candidates. By defining the current problems and emerging challenges facing political campaigns, an explanation as to why implementing design strategy for a political campaign becomes relevant. Information gathered and researched for this thesis is meant to provide an understanding of why design strategy can be valuable to a campaign, as well as showing how it can be valuable.
Subjects/Keywords Design; Design, branding, design strategy, political campaign
Contributors Visocky O'Grady, Ken (Committee Chair)
Language en
Rights unrestricted ; This thesis or dissertation is protected by copyright: all rights reserved. It may not be copied or redistributed beyond the terms of applicable copyright laws.
Country of Publication us
Format application/pdf
Record ID oai:etd.ohiolink.edu:kent1376042751
Repository ohiolink
Date Indexed 2016-12-22
Grantor Kent State University

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…they needed to adopt a philosophy that was different than previous campaigns and implement innovative solutions to their unique communication problems. Progressive businesses have been using a design-centered philosophy known as design strategy to meet…

…their own set of challenges (Creasey, 2006). By incorporating design strategy into their own internal processes and organizational structures, businesses have seen their growth rates exceed projections and have gained a competitive edge on…

…their competition 2 (“Centre for Design Innovation,” 2007). With the new challenges now facing political campaigns, the inclusion of an overall design strategy can help them meet these challenges and innovate new solutions for them…

…Typically, design has not been considered an integral tool in political campaigns, mostly utilized solely as an aesthetic necessity rather than a strategic tool (Heller, 2012). President Barack Obama’s 2008 election campaign integrated design and…

…Kennedy and Richard Nixon utilized television in then-unseen ways, and they revolutionized the way campaigns would develop communication strategies (Berman, 2010). Television became the leading platform of a candidate’s marketing strategy

…and mobile devices. Design Strategy While political campaigns have been slower to adopt new methods of communicating with their intended audiences, the private sector has begun to adopt more of a design-driven approach to innovate solutions for…

…design strategy as a process of innovation within their own companies (Holston, 2008). With the rise of the innovation economy, designers will be the leaders of this movement (Nussbaum, 2011). How this approach of design strategy is…

…implemented will determine those who succeed and gain the competitive edge. 4 Recent studies have shown design and innovation are linked. Companies employing a design strategy approach brought 27% more new products or services to market compared to their…