UX Writing

A collage of all the collateral created for the campaign of Amáda Márquez Simula, including branding, apparel, flyers, lawn signs, video advertisements, newspaper articles, websites, door hangers, newsletters, and more.

Content Strategy

This project is part of a larger political campaign design epic.

(11 months)


A political candidate during the COVID-19 pandemic needed to reach voters without the advantage of personal contact. This campaign also ran during the George Floyd uprising in a very diverse city where more than 30 languages are spoken.


Create content for all media that will reach the maximum number of voters, regardless of age, language, or other demographics. The writing needed to be accessible, translatable, and rich in keywords for SEO.


I began by researching the candidate, the issues, the opponents, and past election trends. In order to be successful, the candidate had to demonstrate that she was opposite of her opponent, appeal to left-wing voters, and overcome historical norms that included age and skin color.

Over the course of the campaign, my writing was used for the candidate’s:

  • Stump speech
  • Endorsement applications
  • Election forums
  • Newspaper interviews
  • Palm cards
  • Door drop literature
  • Newspaper flyer inserts
  • Newspaper ads
  • Direct mail postcards
  • Social media
  • Email newsletter
  • Video ads
  • Text campaigns
  • Phone banks

Native speakers translated my writing into Spanish, Arabic, Hindi, Somali, and Tibetan.

Political campaign newsletter for Amáda Márquez Simula created using Mail Chimp.
Example of a well-composed email newsletter that compares the candidate and the opponent.
Example of a brief video ad I wrote that introduces the candidate and asks for votes.
VOTE Amáda Márquez Simula for Mayor of Columbia Heights. Informed. Fearless. Creative. Leadership.
English card
Vota por Amáda Márquez Simula para Alcaldesa de Columbia Heights. Informada. Audaz. Creativa. Líder.
Spanish card
U codee Amáda Márquez Simula si ay u noqoto duqa magalada Columbia Heights. Qof waxa magalada ka jira og. Qof aan baquin. Wax ubuuris leh. Hogaamiye daacad ah.
Somali card


Simple, plain-language messages were very effective over the course of the campaign. UX writing, especially in newsletters and blog posts, generated the most website traffic and thereby the most donations.

  • 528 original graphics
  • 297 Facebook posts
  • 134 Tweets
  • 71 Instagram posts
  • 8 email newsletters
  • 8,747 door hangers and mailers
  • 8,913 newspaper ads and flyers

In a no-contact pandemic, 3M Post-It Note door hangers with a few talking points and a sample ballot proved to be the most effective media for direct impressions and motivating voters to get to the polls. Because of their ease of use, these hangers also attracted the most volunteers.

Political campaign literature attached to a door with 3M adhesive.
Adhesive door hangers with a few well-written talking points were very effective.