November 4, 2025 Statewide Special Election
November 4, 2025
Statewide Special Election
Shaping an inclusive election visual identity to inform and engage voters in Santa Clara County.
Shaping an inclusive election visual identity to
inform and engage voters in Santa Clara County.
Visual Design • Branding • Social Media • Work
Overview • 1
The Registrar of Voters (ROV) for Santa Clara County required a cohesive visual identity to promote the November 4, 2025 Statewide Special Election, which included the election of an Assessor, State Proposition 50, and Measure A.
The objective was to increase awareness and participation among both registered and non-registered voters by creating visuals that were clear, trustworthy, and engaging across physical and digital voter interactions.
The Registrar of Voters (ROV) for Santa Clara County required a cohesive visual identity to promote the November 4, 2025 Statewide Special Election, which included the election of an Assessor, State Proposition 50, and Measure A.
The objective was to increase awareness and participation among both registered and non-registered voters by creating visuals that were clear, trustworthy, and engaging across physical and digital voter interactions.
Design Challenge
How might we create an election brand that builds trust, humanizes the voting process, and motivates a diverse community to participate in a local election?
How might we create an election brand that builds trust, humanizes the voting process, and motivates a diverse community to participate in a local election?
Election communications can often feel procedural or distant. This project challenged us to maintain institutional credibility while making the voting process feel more approachable, relatable, and inclusive.
Election communications can often feel procedural or distant. This project challenged us to maintain institutional credibility while making the voting process feel more approachable, relatable, and inclusive.
Approach
Within the Public & Legislative Affairs team at the Registrar of Voters, the designers collaborated to explore possible branding directions. Several visual concepts were developed, each testing different tones, imagery styles, and messaging strategies.
My approach focused on storytelling and transparency by highlighting the people and behind-the-scenes actions that make elections possible. By centering real election workers and real processes, the brand aimed to foster trust and make civic participation feel more personal and accessible.
Within the Public & Legislative Affairs team at the Registrar of Voters, the designers collaborated to explore possible branding directions. Several visual concepts were developed, each testing different tones, imagery styles, and messaging strategies.
My approach focused on storytelling and transparency by highlighting the people and behind-the-scenes actions that make elections possible. By centering real election workers and real processes, the brand aimed to foster trust and make civic participation feel more personal and accessible.
My Role
Visual Designer & Social Media Designer
Team
Christopher Ta (Designer)
Steve Goltiao (Comms Officer, Content Review)
Michael Borja (Comms Officer, Content Review)
Ashley Vu (Designer, later phase)
Timeline
July 2025 - November 2025
Tools
Adobe Illustrator, Canva, Figma, Miro, Hootsuite
My Role
Visual Designer & Social Media Designer
Team
Christopher Ta (Designer)
Steve Goltiao (Comms Officer, Content Review)
Michael Borja (Comms Officer, Content Review)
Ashley Vu (Designer, later phase)
Timeline
July 2025 - November 2025
Tools
Adobe Illustrator, Canva, Figma, Miro, Hootsuite
My Contributions
✦ Brainstormed and developed multiple branding concepts
✦ Designed the final selected visual identity
✦ Iterated designs based on internal, executive, and cross-division feedback
✦ Collaborated with the Ballot & Layout Division to support 14 languages
✦ Designed assets for banners, advertisements, and social media
✦ Filmed and produced social media reels to promote voter participation
✦ Brainstormed and developed multiple branding concepts
✦ Designed the final selected visual identity
✦ Iterated designs based on internal, executive, and cross-division feedback
✦ Collaborated with the Ballot & Layout Division to support 14 languages
✦ Designed assets for banners, advertisements, and social media
✦ Filmed and produced social media reels to promote voter participation
Design Approach • 2
Design Approach • 2
Design Approach • 2
Ideate • 3
My Contributions
✦ Brainstormed and developed multiple branding concepts
✦ Designed the final selected visual identity
✦ Iterated designs based on internal, executive, and cross-division feedback
✦ Collaborated with the Ballot & Layout Division to support 14 languages
✦ Designed assets for banners, advertisements, and social media
✦ Filmed and produced social media reels to promote voter participation
Ideate • 3
Ideate • 3
Ideate • 3
Ideation & Exploration
Ideation & Exploration
With a clear understanding of voter needs and defined design constraints, we moved into exploration. Through brainstorming sessions, moodboards, and iterative concept development, we explored multiple branding directions within established brand constraints, including the required use of the Montserrat typeface and integration of the Registrar of Voters (ROV) logo.
With a clear understanding of voter needs and defined design constraints, we moved into exploration. Through brainstorming sessions, moodboards, and iterative concept development, we explored multiple branding directions within established brand constraints, including the required use of the Montserrat typeface and integration of the Registrar of Voters (ROV) logo.
moodboard
font testing
NOVEMBER 24, 2025
SPECIAL ELECTION
NOVEMBER 24, 2025
SPECIAL ELECTION
NOVEMBER 24, 2025
SPECIAL ELECTION
NOVEMBER 24, 2025
SPECIAL ELECTION
NOVEMBER 24, 2025
SPECIAL ELECTION
NOVEMBER 24, 2025
SPECIAL ELECTION
NOVEMBER 24, 2025
SPECIAL ELECTION
NOVEMBER 24, 2025
SPECIAL ELECTION
Montserrat &
Mukta Vaani
Montserrat &
Heebo
Poppins &
Mukta Vaani
Ostrich Sans &
Mukta Vaani
FIRST DRAFT DESIGNS
I explored multiple branding directions across visual tone, imagery approach, color systems, typographic hierarchy, and civic symbolism.
Through seven rounds of structured internal critiques and iterative refinement, we evaluated each direction for clarity, accessibility, and emotional resonance. Designs were printed and reviewed in person to assess hierarchy, legibility, and tone across real-world applications, allowing us to efficiently narrow the field to two leading concepts.
Following additional internal critiques and executive review with AROV leadership, two of my design directions were selected as finalists for the election’s official branding system.
I explored multiple branding directions across visual tone, imagery approach, color systems, typographic hierarchy, and civic symbolism.
Through seven rounds of structured internal critiques and iterative refinement, we evaluated each direction for clarity, accessibility, and emotional resonance. Designs were printed and reviewed in person to assess hierarchy, legibility, and tone across real-world applications, allowing us to efficiently narrow the field to two leading concepts.
Following additional internal critiques and executive review with AROV leadership, two of my design directions were selected as finalists for the election’s official branding system.
Design & Test • 4
Design & Test • 4
Iteration & Accessibility
Iteration & Accessibility
A key part of the finalization process involved close cross-functional collaboration with the Ballot & Layout Division. Through multiple rounds of iteration, we refined the branding system to ensure it functioned seamlessly across the 14 languages used in Santa Clara County and translated consistently across print, digital, and social media platforms.
A key part of the finalization process involved close cross-functional collaboration with the Ballot & Layout Division. Through multiple rounds of iteration, we refined the branding system to ensure it functioned seamlessly across the 14 languages used in Santa Clara County and translated consistently across print, digital, and social media platforms.
We continued refining the selected direction through multiple rounds of iteration to:
✦ Adjust layouts for text expansion and contraction
✦ Maintain hierarchy and legibility across languages
✦ Ensure culturally neutral and universally clear visual communication
✦ Preserve brand consistency while meeting translation requirements
This phase strengthened the system, ensuring the final execution was cohesive, accessible, inclusive, and fully aligned with multilingual election communication standards. Ultimately, the executive team selected my second design direction as the finalized branding system for the election.
We continued refining the selected direction through multiple rounds of iteration to:
✦ Adjust layouts for text expansion and contraction
✦ Maintain hierarchy and legibility across languages
✦ Ensure culturally neutral and universally clear visual communication
✦ Preserve brand consistency while meeting translation requirements
This phase strengthened the system, ensuring the final execution was cohesive, accessible, inclusive, and fully aligned with multilingual election communication standards. Ultimately, the executive team selected my second design direction as the finalized branding system for the election.
DIFFERENT ADVERTISEMENTS
Following final approval, I collaborated with fellow designers to extend the branding system across a range of advertising platforms in support of the election outreach campaign. We adapted the visual identity for print banners, digital ads, and social media placements to effectively engage diverse, multilingual communities.
In parallel, we partnered closely with the Ballot & Layout Division to verify translation accuracy and ensure all language adaptations were correctly implemented across formats. The featured examples were published in Mercury News, Epoch Times, Spanish-language Facebook advertisements, Philippine News, and Vietnam Daily.
Following final approval, I collaborated with fellow designers to extend the branding system across a range of advertising platforms in support of the election outreach campaign. We adapted the visual identity for print banners, digital ads, and social media placements to effectively engage diverse, multilingual communities.
In parallel, we partnered closely with the Ballot & Layout Division to verify translation accuracy and ensure all language adaptations were correctly implemented across formats. The featured examples were published in Mercury News, Epoch Times, Spanish-language Facebook advertisements, Philippine News, and Vietnam Daily.
To ensure consistency across all materials, I developed a comprehensive branding guide for the election. The guide outlined visual standards, including typography, color usage, layout systems, imagery direction, and logo design. This resource kept the design team aligned and enabled cohesive execution across all platforms and touchpoints.
To ensure consistency across all materials, I developed a comprehensive branding guide for the election. The guide outlined visual standards, including typography, color usage, layout systems, imagery direction, and logo design. This resource kept the design team aligned and enabled cohesive execution across all platforms and touchpoints.
Deliver • 5
Final Direction
Final Direction
The selected branding system features:
Human-Centered Visuals
Photography and imagery that highlight election workers and the real election processes
Focus on transparency, trust, and civic engagement, showing the care behind each step
Candid shots and contextual scenes that reinforce accountability and the human effort in elections
The selected branding system features:
Human-Centered Visuals
Photography and imagery that highlight election workers and the real election processes
Focus on transparency, trust, and civic engagement, showing the care behind each step
Candid shots and contextual scenes that reinforce accountability and the human effort in elections
Visual Identity
Tinted red and blue, inspired by the American flag
White backgrounds to emphasize clarity and draw focus to key election information
Clean, legible layouts optimized for both print and digital use
Geometric shapes inspired by ballots, envelopes, and structured election workflows
Together, the visual system communicates that elections are structured, secure, and carried out by real people with care and accountability.
Visual Identity
Tinted red and blue, inspired by the American flag
White backgrounds to emphasize clarity and draw focus to key election information
Clean, legible layouts optimized for both print and digital use
Geometric shapes inspired by ballots, envelopes, and structured election workflows
Together, the visual system communicates that elections are structured, secure, and carried out by real people with care and accountability.
Applications
The visual identity was implemented across:
Event banners
Digital advertisements
Social media posts
Short-form social media reels
Each asset adhered to the same visual language
to ensure consistency while remaining adaptable across formats and platforms.
Applications
The visual identity was implemented across:
Event banners
Digital advertisements
Social media posts
Short-form social media reels
Each asset adhered to the same visual language
to ensure consistency while remaining adaptable across formats and platforms.
Reflection • 6
Diving into designs with not much election knowledge
Entering the project with limited knowledge of the election process challenged me to adapt quickly within a government design space. I approached this as an opportunity for growth by participating in the election process, observing behind-the-scenes operations, and taking photos that were later used directly in the designs to document workflows and inform visual decisions.
Gaining this understanding strengthened my capacity to design with greater empathy and responsibility, creating visuals that not only informed voters but also reflected the integrity of the election process. This experience strengthened my ability to step into unfamiliar domains, learn quickly, and translate complex systems into clear, human-centered designs.
Collaborating with fellow visual designers
Collaborating with another visual designer opened my eyes to various creative workflows and problem-solving approaches. Working closely together allowed us to iterate rapidly and provide constructive critiques, pushing each other to refine concepts and explore new directions. This process reinforced the value of peer feedback and made me more deliberate in communicating design decisions. It also strengthened my ability to collaborate effectively while balancing individual creativity with shared goals.
A special thanks to Steve Goltiao and Michael Borja for the thoughtful feedback, sharp critiques, and steady guidance that pushed this work further than I could have taken it alone. Your insights challenged me to think more deeply, design more intelligently, and defend my decisions with confidence.
A special shoutout to Christopher Ta and Ashley Vu for expanding my design perspective in ways I didn’t even know I needed. Working side by side with you both opened my eyes to new styles, new methods, and new ways of thinking. Somewhere between the brainstorms, late tweaks, and design debates, we not only became better designers, but we also became genuine friends outside of work.
Couldn’t have asked for a better creative crew! 🎨✨
Diving into designs with not much election knowledge
Entering the project with limited knowledge of the election process challenged me to adapt quickly within a government design space. I approached this as an opportunity for growth by participating in the election process, observing behind-the-scenes operations, and taking photos that were later used directly in the designs to document workflows and inform visual decisions.
Gaining this understanding strengthened my capacity to design with greater empathy and responsibility, creating visuals that not only informed voters but also reflected the integrity of the election process. This experience strengthened my ability to step into unfamiliar domains, learn quickly, and translate complex systems into clear, human-centered designs.
Collaborating with fellow visual designers
Collaborating with another visual designer opened my eyes to various creative workflows and problem-solving approaches. Working closely together allowed us to iterate rapidly and provide constructive critiques, pushing each other to refine concepts and explore new directions. This process reinforced the value of peer feedback and made me more deliberate in communicating design decisions. It also strengthened my ability to collaborate effectively while balancing individual creativity with shared goals.
A special thanks to Steve Goltiao and Michael Borja for the thoughtful feedback, sharp critiques, and steady guidance that pushed this work further than I could have taken it alone. Your insights challenged me to think more deeply, design more intelligently, and defend my decisions with confidence.
A special shoutout to Christopher Ta and Ashley Vu for expanding my design perspective in ways I didn’t even know I needed. Working side by side with you both opened my eyes to new styles, new methods, and new ways of thinking. Somewhere between the brainstorms, late tweaks, and design debates, we not only became better designers, but we also became genuine friends outside of work.
Couldn’t have asked for a better creative crew! 🎨✨
Diving into designs with not much election knowledge
Entering the project with limited knowledge of the election process challenged me to adapt quickly within a government design space. I approached this as an opportunity for growth by participating in the election process, observing behind-the-scenes operations, and taking photos that were later used directly in the designs to document workflows and inform visual decisions.
Gaining this understanding strengthened my capacity to design with greater empathy and responsibility, creating visuals that not only informed voters but also reflected the integrity of the election process. This experience strengthened my ability to step into unfamiliar domains, learn quickly, and translate complex systems into clear, human-centered designs.
Collaborating with fellow visual designers
Collaborating with another visual designer opened my eyes to various creative workflows and problem-solving approaches. Working closely together allowed us to iterate rapidly and provide constructive critiques, pushing each other to refine concepts and explore new directions. This process reinforced the value of peer feedback and made me more deliberate in communicating design decisions. It also strengthened my ability to collaborate effectively while balancing individual creativity with shared goals.
A special thanks to Steve Goltiao and Michael Borja for the thoughtful feedback, sharp critiques, and steady guidance that pushed this work further than I could have taken it alone. Your insights challenged me to think more deeply, design more intelligently, and defend my decisions with confidence.
A special shoutout to Christopher Ta and Ashley Vu for expanding my design perspective in ways I didn’t even know I needed. Working side by side with you both opened my eyes to new styles, new methods, and new ways of thinking. Somewhere between the brainstorms, late tweaks, and design debates, we not only became better designers, but we also became genuine friends outside of work.
Couldn’t have asked for a better creative crew! 🎨✨
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