Census 2020 - City of Gaithersburg
A Community-Driven Census Campaign for the Nation’s Most Diverse Small City
CASE STUDY
Everyone Counts. Especially Here.
Branding design for a local government census campaign.
Client
City of Gaithersburg
Services
Art Direction
Branding
Graphic Design
Community Outreach Campaign
Education Workshop Facilitation
Designing Trust Through Local Faces and Civic Voice in a Politicized Climate
Overview
As the most diverse small city in America, Gaithersburg faced a unique challenge during the 2020 Census. National messaging was politically charged, and immigrant communities were hesitant to participate—concerned about privacy, safety, and misinformation. Local leaders knew they needed a culturally sensitive, hyperlocal strategy.
Our goal was to reclaim trust and show that being counted meant being seen. I led the branding design for a local government census campaign that centered on community-first visuals and messaging. The result was a city-first identity and outreach materials that spoke directly to our residents in both English and Spanish.
Responsibility
I led the messaging, visual direction and implementation of the Census 2020 campaign. I created the campaign logo and graphic system, produced bilingual outreach materials, directed photography, videos, and collaborated with nonprofits and City leadership to create a unified visual voice. I also facilitated youth design workshops that contributed to broader civic engagement efforts.
Challenges
Gaithersburg is the most diverse small City in America. Yet, in 2020, that richness came with complexity. Immigrant residents were afraid to respond to the Census due to fears around immigration enforcement and government surveillance. Nationally, the Census Bureau’s visuals felt impersonal and out of step with our community’s needs.
Local leaders, nonprofits, and advocacy groups urged the City to develop its own campaign—one that wouldn’t echo the visual language of the federal government but would instead reflect the warmth and diversity of Gaithersburg itself.
Design Concept & Message
At the heart of the campaign was a visual identity rooted in personal agency. I designed a bold logo where three radiating circles resolve into the “i” of “I count.” This symbol became our visual anchor—a statement of individuality and value within community.
To ground this in place, we adapted the City’s messaging from “We Are Gaithersburg” to “I Am Gaithersburg.” This subtle shift allowed residents to identify personally with the campaign and feel seen.
The aesthetic was bright, clean, and photo-forward—intentionally moving away from federal blue tones and toward a locally grounded brand with custom colors and typography. A full brand system ensured consistency across social media, banners, digital and print media, and event props.
This approach grounded the work in empathy and visibility—core principles that shaped every decision in the branding design for this local government census campaign.
Solutions
I directed a city-wide photoshoot that featured real Gaithersburg residents—an essential part of the branding design for our local government census campaign. At the Labor Day Parade, our photographer captured people pointing upward, a pose that visually reinforced the “I count” message. I later expanded this effort by working with well-known community leaders and youth volunteers from Liberty’s Promise program to create a series of curated portraits.
I also provided art direction for the shoot, advising against green screens and recommending high-key white backgrounds to simplify editing and maintain clarity.
When COVID-19 limited in-person outreach, we quickly pivoted to digital platforms. I designed motion-ready graphics, social media content, and printed materials that could be mailed, displayed outdoors, or shared online.
Deliverables
- Logo & Brand System – “I am Gaithersburg, I Count” visual identity
- Social Media Graphics – Multilingual, mobile-friendly campaign visuals
- Photography Art Direction – Style guide, shoot planning, portrait editing
- Event Collateral – Stickers, banners, photo booth props, flyers, posters
- inGaithersburg Magazine – Multilingual Census spread sent to 27,000 households
- Workshop Materials – Presentation slides, printouts, sticker logos, facilitation
- Bus Shelter Posters – Featuring local immigrant youth in multiple languages
- Short Videos/PSAs – Community voices encouraging participation
Results
Despite a global pandemic and ongoing social unrest, the City’s campaign helped achieve an impressive 72.3% self-response rate—surpassing the national average of 66.8% and the Maryland state average of 71.0%.
The City’s Census Committee was awarded “Team of the Quarter,” and the Liberty’s Promise partnership became a model for inclusive civic outreach. Youth from the workshop were invited to participate in real outreach at local markets and were featured in digital PSAs and printed banners.
This case study demonstrates how intentional branding design for a local government census campaign can build trust, increase visibility, and drive measurable community participation.
Youth Voices in Design
To expand our impact, I collaborated with Liberty’s Promise on a poster-making workshop for high school students in ESOL 3. As a first-generation Latina immigrant and experienced design educator, I led the session in both English and Spanish, helping students explore how design can support civic participation.
We covered the purpose of the Census, the importance of representation, and the power of visual storytelling. Students brainstormed messaging, learned about typography and composition, and worked in teams to create bilingual posters using official campaign logo stickers.
Their posters—and their pride—helped extend our campaign’s reach into homes and communities that might not otherwise have trusted government communications.
