Obama vs. McCain - The Battle of Web Identities

Awhile ago I referenced a great article comparing the websites of Hilary Clinton and Barack Obama. As the 2008 presidential election gets closer and closer, and we’ve now whittled it down to the pair of Obama and John McCain, I figured it was a good time to once again look at the digital identities of the two remaining candidates, and see if we can’t make some inferences about the character of their brand.

First, www.BarackObama.com ... the Democrat’s site represents a loose, young, hip brand. The typeface is smooth, the layout is user friendly, and the overall feel is very Web 2.0 (click here for an interesting design perspective on 2.0). The blue of the background is very soft, and all the action items on the page stand out in red. The navigation bar is simple yet defining. The use of scrolling headlines and animation in the center of the page gives this brand a refreshing feel. The video player on the lower, right hand side shows a supportive role for emerging media, and an acceptance in the modern- media consumption patterns of consumers.
Brand Identity: Aggressive brand marketer. Not writing off tried and true communicative strategies, but interested in experimenting with different forms of media and willing to take chances. Senator Obama’s play is in building the brand of Change, and I think his site reflects that identity.

Second, www.JohnMcCain.com ... In representing the GOP, Senator McCain’s website is flat and simple. The font is traditional and bold, and the navigation links are uniform with universally accepted keywords. In general, the page is very basic, for lack of a better word. And I don’t mean for that to have a negative connotation at all; the site has all the necessary elements to spark action from visitors and convey a message.
Brand Identity: This site is reflective of a conservative, CPG brand. Playing traditional design towards an audience that appreciates what works.

In running a political campaign, and using the digital space to speak to an audience, I think it’s necessary to be consistent with your offline messages. I would venture to guess that the American public is consuming as much political media online as they are through their television, newspapers, and radios. The web provides an easy environment to read up on candidates positioning and plans, and their respective websites need to convey their ideals through design.