portfolio > Creative Direction
BRANDING & DIGITAL STRATEGY
Devin Barrington-Ward for Atlanta City Council 2024
Campaign Representative | Instagram | TikTok
Branding & Messaging • Creative Direction • Digital Advertising Strategy
Project Management • Video Production
Credits:
Will Johnson
ROLE
Creative Director
Brand Strategist
Web Designer
Marketing Strategist
Social Media Manager
COLLABORATORS
DEVIN BARRINGTON-WARD | Candidate
TONI WATKINS | Campaign Manager
VINCENT WATKINS | Campaign Manager
KYLE LAMONT | Operations Manager
ADREAN HILL-HORTON | Senior Producer
AMBER LOWE-WOODFORK | Consultant
TIMELINE
August 2023 - May 2024
Key Contributions
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Brand Identity Development
Designed a cohesive visual identity reflecting DBW’s commitment to justice, community empowerment, and policy-driven action.
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Website & Digital Strategy
Created a campaign website optimized for donations, volunteer sign-ups, and voter readiness, ensuring accessibility and engagement.
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Social Media & Messaging
Developed compelling content and visual assets for platforms like Instagram, Twitter, Facebook, and TikTok, increasing visibility and interaction.
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Merchandising & Promotional Design
Designed campaign apparel, signage, and printed materials to build brand recognition and community solidarity.
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Strategic Outreach Materials
Produced tailored graphics and messaging for community events, voter education, and fundraising initiatives.
Challenge
DBW’s campaign needed to stand out in a crowded race while addressing key issues like public health equity, economic justice, and housing reform.
The challenge was to craft a compelling brand identity that balanced grassroots activism with political credibility, resonating with voters across multiple demographics.
Solutions
By fusing bold design choices with strategic messaging, I developed a campaign identity that spoke directly to the people of Atlanta—clear, direct, and emotionally resonant. The brand aesthetic balanced grassroots energy with professional polish, ensuring both authenticity and trustworthiness.
The website and social platforms became key engagement tools, providing voters with easy access to DBW’s policies, events, and donation opportunities. A mix of digital ads, shareable social content, and on-the-ground materials created a cohesive campaign experience, ensuring maximum outreach and mobilization.
Outcomes
& Impacts
110% Increase in Audience Engagement
Strategic social media campaigns drove an unprecedented level of voter interaction and community support.
Optimized Fundraising & Outreach
The website facilitated seamless donations and volunteer recruitment, boosting overall campaign efficiency.
Stronger Voter Mobilization
Targeted messaging and eye-catching campaign materials helped inform and activate voters ahead of Election Day.
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CLIENT FEEDBACK
”Mr. Will Johnson has been a trusted creative partner in my work for years. He is a visionary strategist who doesn’t just design for the moment—he builds for a future where freedom, equity, and thriving communities are at the center always.
Will has a rare ability to tap into the pulse of a movement, transforming policy issues into compelling, action-driven narratives that mobilize people and drive meaningful change. His work on my campaign, as well as for national organizations and foundations I’ve led, has consistently elevated messaging, expanded reach, and helped reach critical awareness, fundraising, and engagement goals. Will is not just a designer—he’s a movement builder, and I wouldn’t take on a major initiative without him."
Devin Barrington-Ward
Founder & Managing Director
Black Futurists Group