The project began with The People’s Response to the State of the Union, a 24-hour livestream created during a moment when many people felt discouraged and unsure of how to respond. Our team needed a visual direction that could interrupt the feed, communicate urgency, and give people a reason to pay attention.

I led the conversations that shaped a direct, high-energy identity, working closely with the rest of the creative team to determine how it would come to life. Together, we built a system that could move quickly across speaker announcements, schedules, and live programming. When State of the People grew into the POWER Tour, I continued guiding the visual direction as we expanded the system with photography and additional graphic elements.

The identity has since continued across SOTP TV and later livestreams as the platform has taken on new formats. In my role as Brand & Creative Lead, I worked across design, web, motion, and social to help the team maintain a clear visual direction while adapting the brand to each new stage.

Event photography courtesy of State of the People.
Shown for environmental branding context only.