BUTCH WARE 4 GOV

DIGITAL INFRASTRUCTURE & CAMPAIGN MANAGEMENT
DIGITAL DIRECTOR, EXPANDED TO DEPUTY CAMPAIGN MANAGER

RESEARCH
STRATEGY
REPORTING
DESIGN
DEVELOPMENT
CONTENT
PROJECT MANAGEMENT

DR BUTCH WARE IS A HISTORIAN, EDUCATOR & FIRST-TIME GUBERNATORIAL CANDIDATE RUNNING A VALUES-DRIVEN CAMPAIGN OUTSIDE THE TRADITIONAL, TWO-PARTY POLITICAL MACHINERY.

THE CAMPAIGN REQUIRED PUBLIC-FACING & INTERNAL DIGITAL INFRASTRUCTURE CAPABLE OF SUPPORTING PARTICIPATION, COORDINATION & GROWTH UNDER REAL POLITICAL CONSTRAINTS.

CHALLENGE

Building credible public systems without institutional scaffolding.

The campaign operated with a small core team, limited public-facing assets & rapidly evolving priorities.

Digital infrastructure needed to:

  • establish legitimacy

  • support participation beyond fundraising

  • remain accessible, compliant & adaptable in public

All while avoiding over-engineering or premature scaling.

SOLUTION

A modular digital ecosystem designed to adapt in public.

A streamlined website & engagement frameworks were developed to function as a living system - supporting communication, coordination & participation as the campaign evolved.

The platform served simultaneously as:

  • a public home for the campaign

  • a coordination layer for supporters

  • a foundation for long-term visibility & growth

BUILDING

PUBLIC FACING SYSTEMS

UNDER POLITICAL, ETHICAL & OPERATIONAL

PRESSURE.

STRUCTURE, ENGAGEMENT & PARTICIPATION

From clarity to action.

Information architecture established hierarchy & orientation, while engagement pathways enabled supporters to move from understanding to participation with minimal friction.

Design decisions were guided by 3 core principles:

  • surface priorities without cognitive overload

  • establish hierarchies across policy, media & action

  • remain legible across devices & accessibility needs

Within this framework, the system supported donations, events & direct action while maintaining compliance, adaptability & trust.

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VISUAL DIRECTION

Maintaining coherence under evolving constraints.

Visual direction evolved in parallel with the campaign itself. The project began with limited assets, no UX designer, and an initial colour palette that lacked cohesion across digital contexts.

Design decisions were made iteratively, using existing campaign materials - including early flyers & graphic elements, as reference points rather than fixed rules.

As priorities shifted & new content emerged, the visual system was continuously refined to:

  • establish consistency across pages & formats

  • adapt graphic language for digital use

  • balance clarity, urgency & approachability

The resulting direction prioritized recognizability & momentum over rigid brand enforcement, allowing the campaign’s digital presence to remain coherent while evolving in public.

SEARCH VISIBILITY & DISCOVERABILITY

Search as long-term public infrastructure.

Page hierarchies, metadata & content were optimized to support discoverability of policy positions, media & campaign narratives beyond social platforms.

This resulted in:

  • early indexing of key pages

  • top-five organic placement for candidate related queties

  • visibility alongside long-standing institutional & party-owned domains.

TOOLS & INTEGRATION

Selective tooling to support trust & efficiency.

Third-party tools were integrated intentionally to:

  • streamline donation flows

  • support internal coordination

  • strengthen relationship-based-communication

Platforms were chosen to eliminate fees, reduce dependency & preserve grassroots funding.

OUTCOMES

A foundation built to grow with the campaign.

The resulting system:

→ improved clarity in supporter pathways
→ aligned campaign values with digital experience
→ supported growth without sacrificing accessibility or trust
→ enabled collaboration across time zones & jurisdictions

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test the infinite horizontal scroll video component built for the site's homepage to highlight Dr Butch Ware.

SCOPE OF WORK

RESEARCH

Voter Research
Market Research
Trends Analysis
Competitor Review
Best Practice Review
Market Research
Iterative Content Testing

DESIGN

Web Design Direction
Design Systems
Graphic Design
User Experience Design
Interaction Design
Motion Design
Quality Assurance

CONTENT

Copywriting - web & newsletters

STRATEGY

Brand Positioning & Architecture
Supporter/Donor Discovery
Information Architecture

DEVELOPMENT

Technical Strategy
Technical Consulting
Tooling & Integrations
Squarespace Development
Accessibility & Compliance
Cross-Browser Testing
Cross-Device Testing
SEO & Performance Optimization
Quality Assurance

PROJECT MANAGEMENT & DELIVERY

Roadmapping & Prioritization
Cross-functional Coordination
Iterative Launches & Updates
Platform Maintenance & Content Evolution