5. The Birth of a Global Brand

DESIGNING HOPE

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THIS CHAPTER IS A CONVERSATION WITH SCOTT Thomas, the Obama campaign’s design director, about Obama’s branding and design process. Scott and I became friends while working on the campaign. We both shared a love of philosophy, design and newsanchor bloopers clips on YouTube. I was thrilled when he agreed not only to design this book, but also to answer some questions about his experiences creating and managing one of the world’s most recognizable brands.

On Obama’s branding and design situation when he joined the team

Like many political campaigns of the past, the Obama campaign was designing on the ...

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