Vice President Kamala Harris participates in an Instagram Live event on voting, Thursday, August 4, 2021, in her Ceremonial Office in the Eisenhower Executive Office Building at the White House. (Official White House Photo by Lawrence Jackson)
Telling the story of the first woman in the White House.
The first, but not the last. A brief overview of the digital strategy behind @VP, and the historic vice presidency of Kamala Harris.
Serving in the Biden-Harris administration and working directly for Vice President Kamala Harris was one of the greatest honors of my life. In my role as Digital Director for the Office of the Vice President (OVP), I had the privilege and unique responsibility of sharing her voice directly with the American people to 35 million people each day and documenting her work as vice president. From 2021-2023, my team and I produced over 5,500 pieces of original content across her official channels and collected over 185.7 million video views.
360° leader
When Ashley Etienne hired me back in July 2021, we talked about the Vice President’s portfolio and her role in the administration as a 360° leader. That conversation not only informed the foundation of her digital strategy—both from an editorial perspective but also in how we positioned her online.
Vice President Harris was historic in so many ways, but it was her unique ability to go from commanding a roundtable with labor leaders to making calls to Capitol Hill for the passage of the John Lewis Voting Rights Advancement Act, to getting on Air Force Two to continue engaging on foreign policy with our allies in the Indo-Pacific region.
The nation had never seen a woman leading in the Executive Branch before and we wanted to showcase her leadership and the impact her work was having around the globe.
Of the 5,500 pieces of original content we published these were some of my favorites:
Office of the Vice President's official branding
/
Office of the Vice President's official branding /
In Aug 2021, I asked the Office of Digital Strategy to come up with a branding guide for the @VP channels. Carahna Magwood, Abbey Pitzer, and I met to conceptualize what would be her official branding for the next four years. ODS built templates and a color palette that spoke to her key strengths as a messenger and the work ahead: hope and optimism.
Notable Highlight:
Passing the mic:
VP Harris would talk
Selected work
/
Selected work /
Vertical Coverage
Vice President Kamala Harris meets with Luci Baines Johnson and Lynda Bird Johnson Robb, daughters of former President Lyndon Baines Johnson, to talk about the anniversary of the Civil Rights Act, Monday, Aug. 2, 2021, at the U.S. Capitol in Washington, D.C. (Official White House Photo by Lawrence Jackson)