JAMIE SMITH FOR OAK CLIFF | Chase Martin

Political Ad Paid for by Jamie Smith for Dallas City Council District 4 Elena Jaxon - Trea

JAMIE SMITH FOR OAK CLIFF

Local City Council Campaign for District 4 City of Dallas

Creative Design & Direction | Omni Channel Marketing | Printed Collateral

As Creative Director for the Jamie Smith campaign in Dallas' District 4, I led the development of a bold, community-rooted visual and messaging strategy designed to confront urgent realities: high crime rates, persistent food deserts, and generational poverty. My team crafted a brand that not only resonated with the district’s residents but reflected Jamie’s commitment to justice, equity, and revitalization.

From neighborhood-focused storytelling to campaign materials in English and Spanish, every design element emphasized dignity, resilience, and a vision for change. Through targeted visuals, social media content, and grassroots outreach collateral, we helped humanize policy priorities and mobilize voter engagement in a district too often overlooked.

This campaign wasn’t just about winning a seat—it was about restoring trust, visibility, and hope to a community ready for transformation.

The Challenge

Launching the Jamie Smith campaign for Dallas City Council District 4 meant building a brand from scratch—against the odds:

Historically Low Voter Turnout:
District 4 had one of the lowest turnout rates in Dallas, especially in municipal elections. We needed to ignite political interest in communities that had grown disillusioned with local leadership.
Strong Incumbent Loyalty:
The incumbent enjoyed longstanding name recognition and deep-rooted relationships in the district. Overcoming that level of trust and familiarity with a new voice was no small feat.
Minimal Budget:
With limited funding, we had to be highly resourceful—maximizing every dollar for grassroots engagement, digital presence, and print collateral without compromising on visual quality or messaging integrity.
Non-Local Candidate:
Jamie Smith, though passionate and qualified, was a newcomer from Louisiana. As a creative team, we had to bridge cultural gaps and establish local credibility quickly through authentic storytelling and community engagement.
An Unknown Name:
With no prior political exposure in Dallas, Jamie started the race virtually invisible. It was our job to create instant recognition, clarity of values, and emotional connection with voters—all under tight timelines.

Where I Made a Difference

As Creative Director, I transformed a virtually unknown candidate into a compelling and credible contender through design, storytelling, and strategic clarity:

Developed a Cohesive Visual Identity:
I created a bold, approachable brand system that reflected the urgency and hope of Jamie’s platform—clean, confident typography paired with grounded, community-centric imagery.
Humanized the Message:
I led the storytelling strategy across all platforms, spotlighting personal stories, local struggles, and policy priorities in a way that connected emotionally with residents.
Maximized a Minimal Budget:
Through resourceful design solutions, grassroots-inspired visuals, and a high-impact social media presence, I ensured the campaign looked polished and professional without corporate-level funding.
Built Local Trust through Visual Language:
Despite Jamie being a new face in Dallas, I developed a visual and verbal tone that felt familiar, authentic, and respectful of the district’s history and people.
Increased Community Engagement:
Our visual and content strategy helped boost awareness and turnout in key precincts, especially among first-time and disengaged voters.
Unified the Team:
I collaborated closely with field organizers, volunteers, and digital strategists to ensure every piece of content—from yard signs to Instagram stories—reflected the same clear, resonant message: District 4 deserves better, and together, we can build it.

Strategic Digital Outreach

To overcome Jamie Smith’s lack of name recognition and limited budget, I led a digital-first campaign strategy that emphasized accessibility, emotional resonance, and action:

Targeted SMS & Email Outreach:
We built and segmented a list of local constituents, delivering timely, personalized updates that reflected the campaign’s grassroots tone. Messages were designed to feel personal and urgent—driving attendance to events, early voting reminders, and key platform highlights. Open and click-through rates outperformed expectations in a district with historically low digital engagement.
Hyper-Local Social Media Campaign:
I directed a series of short-form videos and motion graphics using familiar visuals—local landmarks, parks, small businesses, and community faces—that immediately resonated with residents. These posts focused on the top issues raised in town halls: safety, access to food, and economic opportunity. Each video was designed to not just inform, but to instill belonging.
Website as a Campaign Hub:
I designed a lean but effective campaign website that functioned as a central hub for supporter sign-ups, volunteer coordination, and online donations. Clear calls-to-action and mobile-first optimization ensured usability across devices, especially important in a community with varying levels of internet access.
Data-Driven Messaging:
We used engagement metrics to fine-tune what mattered most to voters—shifting messaging in real time to emphasize jobs, youth safety, and neighborhood revitalization, based on what was gaining traction across digital platforms and town hall feedback.