Case study: 2016 election infographic

Could infrastructure be the real winner of the 2016 US Presidential election?

In the 🇺🇸 United States, the presidential election dominated the headlines throughout 2016. Many wondered; how would the election results impact the markets? A global asset manager predicted that infrastructure would likely be a winner, regardless of the final outcome at the polls.

In October 2016, I worked on a marketing campaign to help spread the word about potential infrastructure investment opportunities. I worked on the illustrations, designs, and the code for all of the materials described below.

✏️ The process

First, I had the fun task of creating caricatures of Donald Trump and Hillary Clinton. I began with a quick sketch of both nominees.

Sketches of the candidates.

As I neared completion of the Donald Trump vector illustration, I decided that he appeared too stern. The goal of the infographic was to remain politically neutral, while conveying the investment opportunities.

I decided against using this caricature of Donald Trump.

The serious looking image of Mr Trump with exaggerated hair might appear to be making a political statement when paired with the smiling Hillary Clinton illustration.

Working alongside the internal global communications team, I took the text and information that the team had collected and created some broad concepts. When we looked at these quick drafts, we realized that we were heavy on text and light on data.

Broad concepts in the early stages of development.

But, we were able to extract some compelling data points that supported our claims. This allowed us to present the information in a more visually appealing way.

The completed infographic.

📣 Promotion

The infographic appeared on the asset manager’s website and was available as part of a responsive email campaign.

Information about the firm’s infrastructure-focused mutual funds accompanied the email communication.

The asset manager’s responsive email campaign and website.

The infographic was also included in social media posts.

Twitter posts featuring a portion of the infographic.

📑 Following up

The infographic was well-received and that success led to a series of election flyers, which were distributed each week in the month of October.

Weekly flyers with illustrated content.

After the election results were announced, the caricatures appeared in an animated GIF on the asset manager’s Twitter account.

Animated GIF announces Donald Trump as the winner of the 2016 United States Presidential election.

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