Building Statewide Power: Reimagining Narratives for a Better California for All
Overview
Million Voters Project (MVP) is an unprecedented multi-racial, multigenerational coalition of seven of the strongest community-driven state and regional networks, reaching two million voters across the state. These networks and their local affiliates organize communities most affected by economic and social inequality, including people of color, youth, immigrants, refugees, justice system participants, and low-income residents, year-round to build political power for the new California majority.
reimagine collective collaborated with MVP partners and affiliates to develop and implement compelling messaging and culturally-relevant digital content for their diverse coalition of community organizations. The goal was to strengthen MVP’s communication capacity so together they could flip key races, pass local ballot initiatives, and register young people, first time voters, and communities of color to vote–building their power to achieve electoral victories and advocate for the structural changes that all Californians deserve.
Our Approach
Through real time research and landscape analysis and consistent experimentation, reimagine collective developed comprehensive messaging guidance and created culturally relevant, timely and engaging content for a diverse statewide coalition of community organizations working on issues from voting rights and housing justice to reparations for Black communities and better schools for all.
Because of our intentional collaboration with staff and stakeholders and skill with facilitating strategic conversations, we were able to complete a comprehensive audit of MVP’s external communications and develop messaging, framing and talking points for multiple issue campaigns.
reimagine collective also successfully led MVP’s rebranding efforts and launched their new website that showcases the organization’s statewide impact and commitment to knowledge, accessibility, and critical analysis. Our team worked closely with MVP to update their brand colors, simplify their typography across multiple platforms, and redesign their outdated website. We streamlined their navigation and page structure, developed new pages with updated messaging, and carefully curated their photography to create an organized, professional, and visually dynamic site that is responsive and optimized for organic SEO and accessibility. We also created a dedicated landing page for voter resources and integrated Action Network to collect volunteer sign-ups.
MVP’s refreshed brand identity incorporates a friendly, California-inspired palette, streamlined typography selections (from 10 fonts to two), and engaging photography of real people.
MVP’s Instagram Feed: Before
MVP’s Instagram Feed: After
reimagine collective grew audiences, amplified campaigns, and strengthened MVP’s visual brand with custom multimedia content that reflects their core values.
Impact
Through a revitalized communications strategy, MVP member organizations achieved the highest levels of engagement across their social media platforms, effectively reaching new audiences and members.
During the 2022 General Elections, MVP, its partners, and local affiliates adopted our framework in their creative and field campaigns—generating over 9 million online impressions and initiating over 140,000 one-on-one in-person conversations.
“This is an amazing group of strategists to partner with. To be honest, my experience with consultants has been mixed but reimagine gets us — they ask the very smart questions, listen, and then create materials beyond what we had hoped for.”
— Karla Zombro, Deputy Director at Million Voters Project
PARTNER
Million Voters Project
TEAM
AJ Titong
Elaine Andres
Laura Li
Kavi Vu
Kifah Shah
Kim Nguyen
SERVICES
Strategic Communications
Digital Creative Content
Brand Refresh
Campaign Strategy & Implementation
Website Design & Development
YEAR
2023
