Taylor LeCroy   Designer

young americans

We were tasked with creating an online experience for Students and younger Americans. Branding agency SS+K had come up with the slogan "For All", and the executive team wanted a website and design language to match.

Working at the campaign, and on this project in particular, a designer is lucky to have access to thousands of beautiful, high res photos taken by staff who have nearly unrestricted access to the President and family. In the context of this assignment, I knew I wanted photography to play a strong role from the start, showing America's youth the real, human side of the President behind the polished public image.

young americans page

A minimal, fixed nav stayed present through the long scrolling experience, making it simple to jump from topic to topic.

young americans nav

Working with front-end devs Daniel Ryan and Jeff Louden, we devised a way to mimick the color overlay from Photoshop (not then possible with css3) and have each image fade from black and white to color when they scrolled into the viewport, without loading the extra image.

In terms of content strategy we decided to keep it lightweight and impactful, choosing hand picked quotes from the President to feature on each page along with a few related facts available on hover.

students page

Clicking the tabs on the right revealed shareable stories related to the main topics.