background
The Tennessee Democratic Party came to Which Side looking for a digital overhaul that would effectively reach rural voters, raise funds, and capitalize on dissatisfaction with the GOP.
objective
We used an all-encompassing approach to give them a new, recognizable brand, freshly-organized party resources, and revamped digital communications.
timeline
Start of Contract
Messaging + Branding Finalized
Web Production Starts
Website & Brand Launched
stats at a glance
19+
webpages
1
full rebrand
70%
social media increase
95
PARTY LOGOS
20+
graphics designed
4
NEW MERCH DESIGNS
messaging
Which Side helped the TNDP return to its historical roots as a unifying force for the working class, with a focus on affordability and on uplifting rural communities. The main messaging revolved around working people working together for Tennessee as they did in the heyday of the New Deal. This message focuses on policies like lowering costs, securing Tennessee’s future, and protecting Tennessee communities. New branding and stronger messaging lead to increased engagement on platforms like instagram.
branding
The new branding emphasizes TNDP as a place for rural and working class voters who are dissatisfied with current leadership in Tennessee. Which Side used images that were pulled from the state’s vibrant cultural history to ensure the party speaks to both urban and rural voters. This branding launched in February 2026 across the new website, merch store, and all social media accounts.
web design
Which Side built a brand new party website, with a focus on incorporating the new branding, better navigation, and expanded features like voter resources, lists of elected officials, and county parties. The ultimate goal was to improve on the original site, making the new tndp.org a hub for all political information relevant to Tennesseans. The new site received about 5000 visitors in the first 2 months of launch.
Which Side applied the new branding off-screen as well, with business cards, letterheads, signage, and more. This showed the versatility of the branding and helped meet the goal of better communications and presentation. One example would be the 3-Star Dinner pamphlet which was made for a July 2025 fundraiser, which provided helpful information to guests and was elegant enough to serve as a souvenir.
merch
Which Side designed the visuals for a range of merchandise for TNDP, with four different designs. Other than the standard party logo, we created a “Proudly Tennessee”, “From Memphis to Mountain City”, and “Good Sense ain’t So Common” visuals to showcase party slogans. These were made to look good on hats, mugs, tee-shirts, and more.
county parties
Which Side designed logos and headers for all 95 Tennessee county parties. Each one shared the font of the TNDP brand and came in two colors. This helped show the county parties as part of a whole and assisted with local outreach.
Support You Deserve
When you choose Which Side, you get the best work we can provide every time. Whether it be design or any other of our countless packages, we have what you need to take your operation to the next level.
