DESIGN NOTES,
ASSUMPTIONS & THE SYSTEM
Nine screens, one direction, desktop and phone. Everything in the mockup is drawn from the five documents you sent — headlines, plan names and promise lines are verbatim. Where I needed something the docs don't contain, it is marked below.
- Donate is the primary action on every screen; Join is the secondary.
- Crossover voters matter more than party loyalists, so the case is made on cost of living, not ideology.
- Contact details, event dates and social handles are placeholders.
- Montserrat for every headline, all caps, tight. Libre Franklin for everything you read. Kaushan Script only in the logo, exactly like the sign.
- Warm paper is the default surface; purple is reserved for moments; gold is for one thing only, the action.
- Green marks the plan promise, never a button.
- Numbers are the graphic device: 32 plans, $500, $2, 30 days, 72 hours.
MAKE
LOUISIANA
AFFORDABLE
AGAIN.
Everything costs more. Government should cost less.
LOUISIANA HAS BECOME
TOO EXPENSIVE.
Lisa Ballay is running for Congress with a simple mission: make it affordable to live here again. Not with another government program. Not with another government check. Not by spending another trillion dollars.
BY GETTING GOVERNMENT OUT OF YOUR WALLET AND OUT OF YOUR WAY.
THE FREEDOM PLANS
SHE SAW BAD GOVERNMENT UP CLOSE.
Lisa Ballay isn't a career politician. She's a nurse, wife, mother, and grandmother. During COVID, Lisa worked on the frontlines in New Orleans. While politicians held press conferences and bureaucracies issued orders, Lisa was dealing with the consequences in the real world.
THE PEOPLE CLOSEST TO THE PROBLEM USUALLY KNOW MORE THAN THE PEOPLE IN CHARGE.
GOVERNMENT COSTS TOO MUCH.
Every regulation has a cost. Every mandate has a cost. Every trillion dollars Washington borrows has a cost. And eventually...
THE BILL.
A FAMILY LIVING PAYCHECK TO PAYCHECK ISN'T THINKING ABOUT POLITICAL PHILOSOPHY. THEY'RE THINKING ABOUT FRIDAY.
YOU DON'T HAVE TO BE A POLITICAL INSIDER TO HELP LISA. YOU JUST HAVE TO KNOW SOMEONE.
32 FREEDOM PLANS
Washington measures success by how much government spends. Lisa Ballay measures success by how much money Louisiana families get to keep. Lower costs, bigger paychecks, easier homeownership, more opportunity, stronger privacy.
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BALLAY
Lisa Ballay isn't a career politician. She's a nurse, wife, mother, and grandmother. During COVID, Lisa worked on the frontlines in New Orleans. While politicians held press conferences and bureaucracies issued orders, Lisa was dealing with the consequences in the real world.
She saw what happens when decisions made far away collide with the reality experienced by patients, families, nurses, workers, and businesses.
THE PEOPLE CLOSEST TO THE PROBLEM USUALLY KNOW MORE THAN THE PEOPLE IN CHARGE.
Lisa doesn't want Washington running more of your life. She wants you running more of it.
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TURN EVERY SUPPORTER INTO A CONNECTOR.
You don't have to be a political insider to help Lisa. You just have to know someone. Friends of Lisa uses personal relationships instead of cold calls to find volunteers, donors, endorsers, community leaders, media and event hosts.
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Takes about two minutes. Then we'll ask the only question that matters.
The standard closing question after every campaign conversation.
SHE'S NOT TAKING WASHINGTON'S MONEY. SHE NEEDS YOURS.
No corporate PACs. No party machine. This campaign runs on families who are tired of getting the bill.
Federal law requires us to report the name, address, occupation and employer of anyone whose contributions exceed $200 per election cycle. Contributions are not tax deductible. You must be a U.S. citizen or lawfully admitted permanent resident.
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Introductions are worth more than money. Send Lisa three names.
THIS DISTRICT GETS WON ON PORCHES, NOT IN WASHINGTON.
UPCOMING
LIVE CALENDARTen neighbors, coffee, and an hour with Lisa. We bring everything else.
Poll greeters, drivers and precinct captains needed in every ward.
SHAREABLES
Square posts at 1080×1080 and one story at 1080×1920, shown at scale. Every line is a mic-drop line from the issues brief. Same three colors, same two fonts, no photo required.
YOU GET LESS.
DAMN
BASICS.
One number. One question. One ask. "Louisiana homeowners insurance is up 58% in two years. What has Washington fixed? → ballayforcongress.com/freedom-plans"
- Gold means the ask. Nothing else.
- Never more than nine words at full size.
- Always end on the domain.