GRAPHIC DESIGN · SOCIAL MEDIA STRATEGY· BRANDING
PART I
Introduction
I partnered with renowned former CNN news anchor Don Lemon and the Respective Collective to transition his brand from traditional news media to a dynamic social media presence. Together, we crafted a comprehensive brand strategy designed to engage new audiences while preserving his core fanbase across platforms such as TikTok, Instagram, YouTube, and Bluesky. Complementing the photo and video content we produced, I developed a modernized graphic identity to elevate and refresh his visual presence.
PART II
Don Lemon Live from Kamala HQ
Don Lemon and our team executed a 12 hour livestream on election day in Washington D.C., concluding our day at Kamala Harris' campaign headquarters at Howard University. During this livestream, we interviewed civilians on the election and shared what we heard across socials. Through this, we engaged with millions of Americans, sharing the reality of America with the internet.
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PART III
Don Lemon Across the Swing States
Don and our team took a trip across Florida, Georgia, South Carolina, North Carolina, Virginia, Pennsylvania, Maryland, New York, and Delaware, to interview voters ahead of the election.
PART IV
Leaving Twitter / X​
Don needed to exit Twitter for a number of reasons which are outlined in the announcement letter that he wrote and I designed for him.
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This letter made national news, being highlighted in Variety, New York Post, Washington Post, and USA Today amongst others.
PART V
Social Media Strategy: Man on the Street, Trend Moments, & Reactions
We began by having Don engage with daily news through short TikTok videos, where he shared his authentic reactions to trending clips. Next, we expanded his content to include reactions to current events, gradually incorporating trending songs and concepts while maintaining his unique voice. Finally, we developed long-form 'man-on-the-street' interviews, which were repurposed into concise, shareable moments for maximum audience engagement.
In just four months, we achieved these metrics across Tiktok, Instagram, and X: ​
- 350 million views
- 50 million likes
- 8 million comments
​- 1.3 million followers
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Click the links below to view an example of each of these content styles.
PART VI
My Perspective: A Day with Don Lemon
My role with Don is diverse, and I used a wide range of my skills to achieve the product that was ultimately delivered.
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Click the video on the right to be taken into a day in the life on the road with Don to get some further insight into our discoveries across the United States and how we worked together.
