Max Rose For Congress

I built the campaign website for Max Rose's congressional race in New York while working at GMMB, a marketing agency that handled a range of political campaigns. The site was a lead generation engine — every page was designed to drive donations, volunteer signups, and voter engagement.

The marketing funnel design was central to the project. We needed to understand where traffic was coming from — email campaigns, digital advertising, in-person canvassing — and track everything with analytics so the campaign could see what was converting. The website had to work as the hub that all their other marketing channels pointed back to.

We built it in WordPress with Advanced Custom Fields and various form plugins, which gave us the flexibility to create custom lead gen forms that integrated with political infrastructure like NGP VAN. Political campaigns have their own ecosystem of tools for handling donations, voter data, and volunteer coordination, and we had to integrate with whatever the campaign's operation required.

The pace was intense, even by agency standards. Political campaigns move fast — if they shifted their messaging in an email newsletter, the website needed to reflect that change immediately. We built the site with an efficient content update workflow so the team could push changes quickly without developer bottlenecks. The agency primarily maintained the site and handled content updates, though the campaign also had access.

Responsive design was especially important since so many people would pull up the site on their phones while Max was out campaigning in the district. The design had to stay consistent with the rest of the campaign's branding — Max had a military background, and that theme carried through everything from the color palette to the typography.

It was a fast-paced project with the tight turnarounds that are common at marketing agencies but especially sharp in the political space. It was an exciting experience in my career — and I was proud when he won.