ROLE:
Sr. consultant &
Creative director

COLLABORATORS:
Kiayna O’Neal, Hannah Piercey, Synoptic Office’s YuJune Park and Caspar Lam

VoteRiders Rebrand & Website

As the United States’ leading organization focused on Voter ID, VoteRiders reached out to partner ahead of the busy 2026 midterm season.

Our process and work helped reorient and center of the organization through a defined creative strategy, updated visuals, and a new website. We aimed to reflect VoteRiders’ range of resources, ambition, and impact, while honoring the history of the voting rights movement.

Covered by: PRINT Magazine, Transform, Yello , and others

THE APPROACH

2026

Brand Promises:

Protect:
Reflecting VoteRiders’ expertise through a confident, credible voice signals the nonprofit’s trust and expertise.

Support:We prioritize clarity and usability, simplifying information so voters can quickly find what they need. Simplifying support to ease the burden.

Activate:Highlighting ongoing advocacy work, the flexible, lighthearted brand is designed to encourage engagement and action.

Versatile framework:
A system for guiding decisions across messaging to layout and design.

Audience Group:Potential voters

Client Role:A partner for gaining IDs.

Role:Support

Audience Group:Engaged voters

Client Role: An active resource for answers.

Role:Clarify

Audience Group:Industry experts

Client Role: A primary source focused on impact.

Role:Educate

LOGO & THE STAR

We simplified our core logo to strengthen confidence in the organization’s identity. The scalable wordmark supports brand growth and recognition. The previous logo held multiple elements, carrying too much of the brand within a single mark. The simple design system stands out as classic, friendly, straight-forward.

The star symbol becomes a signature-style sign-off for VoteRiders. Adding the symbol connects the nonprofit to its core focus on ID advocacy, using a familiar and approachable visual element.

TYPOGRAPHY
Similar to our messaging framework, having a type that could flex between the organization’s multi-faceted roles is a priority. The organic curves of Etna, relate back to the voting rights movement’s past, helping highlight VoteRiders’ stability and expertise.

At larger scales, the primary type feels contemporary and playful, while scaled down the type maintains its clarity and structural integrity. The secondary type, Config, integrates the structure and standardization of voting documents. Again, we can shift tone through loose tracking of the san-seif, where increased spacing creates a more utilitarian, signage-like feel.

COLOR

The high-contrast and classic pairing of a dark black and paper off-white ensures maximum legibility. Taking a minimal, monochrome approach eliminates noise and focuses on editorial elevation of the content. Restraint in the core palette also allows for photography for real people to stand out.

The expanded palette adds systematic variables with tints and shades. Each accent color is paired with a corresponding tint for highlights and a shade for depth. Color is reserved for high-impact accents while the primary palette is a steadfast base for the brand.

APPLICATION & DIGITAL EXPERINECE:
The updated brand translates from print to digital surfaces through strong visual hierarchy, bold typography, and organized layouts that simplify information.

Synoptic Office’s experience with complex websites and sensitivity to thoughtful, purposeful design made them a natural partner for voteriders.org. Their approach to UI emphasizes intuitive navigation, concise content, and clear calls to action, helping users quickly find what they need and take meaningful next steps.

“The new site cuts through the noise and supports our efforts to combat the confusion and misinformation that eligible voters encounter. It’s clear, it’s accessible, and it makes it easier for people to get free direct support. Creativity goes beyond aesthetics here, it’s a tool for civic action and engagement.”

Kiayna O’Neal
Digital & Communications Director at VoteRiders

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