Political engagement by young Americans is more critical than ever, and the Harvard chapter of Students for Biden stands out as one of the most established and robust chapters in the nation. This organization was among the first to support President Biden during the primaries in 2019, overseen by Ron Klain, former White House Chief of Staff. For the 2020 Election, Harvard for Biden relied on entirely in-house production of creative — meeting the moment in 2020.
In 2024, SenaReider was entrusted with creating modern, eye-catching graphics that align with national campaign strategies and appeal to the college-age demographic. SenaReider brought Harvard for Biden into the digital age — maximizing external impact from a safe-Democratic state.
The SenaReider team approached this case with two primary goals:
- Revolutionize the organization’s digital infrastructure to expand client reach.
- Devise creative strategy with the end goal of a replicable model for campus outreach nationwide.
To achieve the first objective, our team developed a streamlined application portal to source membership — publicizing it through an aggressive guerrilla campaign. Locally-varied poster graphics commanded foot traffic attention and motivated record group enrollment rates. This branding strategy resulted in a nearly fourfold increase in applications to the organization, even in a campus environment largely resistant to national campaign messaging. SenaReider then phased into brand enhancement through tactical merchandising. Creative for this strategic step included T-shirts, tote bags, and stickers for distribution to members and patrons. Those recommendations were elevated to campus outreach on the national campaign level.
To accomplish the second goal, our team specifically optimized all campus creative to reinforce national campaign branding guidelines— with Harvard for Biden serving as a template for universities from the University of Virginia to Georgetown University.
