America Votes 2016 Creative Direction

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Introduction

The upcoming 2016 Presidential election is extremely important as it sets a new direction after eight years under the leadership of Barack Obama. The outcome of this election has ramifications that not only echo across America but reverberates throughout the world. As Al Jazeera is one of the only truly global news organizations, we have an obligation to present the election process not as just a singular patriotic endeavor, but one in which “All the World’s a Stage.”

Shedding the obvious and literal visual clichés used in Presidential elections, from waving flags to glass rendered White Houses, we look to present clarity and focus in the design of information and vote results. To that point, we use those same visuals but inferred them rather than lifted them directly, resulting in a presentation that is fresh, contemporary and yet quite familiar.

Importantly, we have also created a design theme that works well across the various broadcast and digital properties of Al Jazeera Media Network, a must in cohesive branding on a global scale.

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Design Ethos

Choosing a President of the United States, is a process that requires many steps, from the primaries to the party nomination and eventually the final culmination of election night. Our goal is to visually infer that process with thoughtful design and animation.

Vote results, on both primaries and election night, have a tendency to become visually overwhelming, with graphics playing out fast and furious. The redundancy of the information can blend into itself, which obscures clarity and soon becomes difficult to follow and grasp.

To address this major concern we have established visual protocols that the viewer, both on broadcast and digital, would find useful. All data will be displayed in circles while the use of color, contrasting with the black, white and grey, will focus the attention on the most important information. By subtracting the unnecessary, the meaningful is obvious, in a clean and manner. It is in this simplicity that lies the ultimate sophistication.

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VisualReferences

The visual identity and branding will reference the most recognizable elements associated with this election. The classical revival architecture of Washington DC, The states that make up the county and the iconic flag.

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Overview ofDesign Concept

These images are a cross section of designs that demonstrate our design ethos and single vision from opening sequence through to results graphics.

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Master Brand Elements

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Logo / BrandmarkOur logo demostrates our clean and clear approach. There are two versions.

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Color Palette

Primary Primary Primary Primary (Combination of gold and grey)

Alternative Colors Alternative Colors Alternative Colors Alternative Colors Alternative Colors

RGB RGB RGBRGB RGB

RGB RGBRGB RGBRGB

RGB RGB

RGB RGBRGB RGB

RGB RGB

21, 82, 193 177, 10, 10 245, 170, 3191, 60, 131 120, 120, 120

8, 61, 124 237, 127, 51129, 20, 20 77, 77, 7765, 24, 107

30, 120, 226 193, 44, 46

32, 157, 215 236, 111, 52222, 55, 37 165, 165, 165

31, 99, 224 179, 26, 47

Democrat Republican Third Party Generic/Neutral

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Head Shots TreatmentCandidates will always be displayed in full color over the party colour when they win or are in contention.

Full Color / Winner Full Color / Winner Full Color / Winner

Loser Loser Loser

Democrat Republican Third Party Generic/Neutral

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Typography and layout overviewCandidate names are color coded relating to party. To re inforce the winner the first name will turn black. All data is displayed in circles while the use of color, contrasting with the black, white and grey, would focus the attention on the most important information.

HillaryClinton

HillaryClinton

MarcoRubio

OtherParty

Names

Primary Delegate Count

Electoral Vote / Race Call

Projected Winner

Polls

Electoral Vote / Uncalled Race

Name when race is called (winner)

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Opening Title Sequence

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Event Stings

Republican event sting

Democrat event sting

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Promotions

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Promotions - End Page Options

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Studio GraphicsTreatment

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Video Wall BackgroundThe wall will tell the story of the election. At the beginning we will see profiles, states and generic branding. As the story develops we will see candidates drop out, results from primaries and polls. We will end with just the two candidates from each party.

Full wall layout

Wall quad examples

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Studio Shots

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Primaries Results Graphics All graphics fed by AP data feed and driven by news producer templates

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Primaries Results Graphics

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All graphics fed by AP data feed and driven by news producer templates

Election Night Results Graphics

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Election Night Results Graphics

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The transitions from one graphic to another will be obvious and interesting, providing a visual cue that information has been updated. This would be most important when multiple graphics are sequenced back to back.

Results GraphicsTransitions

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Results Graphics Transitions - Democrat

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Results Graphics Transitions - Republican

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Bespoke Graphics

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Quotes

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Keypoints

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Charts and Polls

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Digital Platforms

Our intention is that the election brand will remain consistent across all platforms including web, tablet and mobile. The graphics are almost identical and vary only so they can work on the various smaller screens. We dispense with the 3D transitions in favour of an even cleaner approach that is better suited on smaller formats.

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Main Website / Tablet Display

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Mobile Display

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Branding Summary