After President Biden announced his departure on social media, the call to transition the campaign to Vice President Kamala Harris was swiftly delivered over Slack. The campaign’s creative director, Kate Conway, rallied a team of designers on the messaging app just 45 minutes after Mr. Biden’s announcement, asking for immediate design work to pivot towards supporting Vice President Harris.
A wave of hand emojis from the designers indicated their readiness, and they worked tirelessly through the night to replace ads, design a new “Harris for President” logo, and print updated posters. A celebratory whiskey toast marked the completion of the rebranding efforts at campaign headquarters in Wilmington, Del., around midnight.
Ms. Conway highlighted the impressive feat accomplished by the Harris for President creative and web teams, who rebranded the entire campaign overnight and launched a new website in just 26 hours. The task was described as incredibly challenging due to the campaign’s extensive branding across various platforms.
President Biden’s unexpected decision to end his campaign not only shifted the dynamics of the 2024 presidential race but also triggered a frenzy of rebranding activities at campaign headquarters and offices nationwide, leaving many staff members feeling a sense of abrupt change and adjustment.
