The atmosphere inside the campaign headquarters was described as chaotic, overwhelming, and emotional by both staff members inside and outside the room. Vice President Kamala Harris took charge after President Biden announced his departure on social media. The transition was marked by a sense of urgency, with the campaign’s creative director, Kate Conway, using Slack to rally a team of designers to quickly pivot towards promoting Harris.
The team worked tirelessly through the night to replace Biden’s ads with ones featuring Harris, creating a new “Harris for President” logo and printing new posters. The campaign experienced a whirlwind of activity, culminating in a midnight whiskey toast at headquarters in Wilmington, Del.
Rebranding the entire campaign in just 26 hours was no easy task, as Conway emphasized in an email. The challenge of changing everything from yard signs to social media channels highlighted the monumental effort required to shift focus to Harris after Biden’s unexpected decision to end his campaign.
The sudden shift not only reshaped the 2024 presidential race but also left campaign workers reeling from the rapid changes. Despite the difficulty of processing Biden’s departure, there was little time for grieving as the focus shifted to supporting Harris and moving forward with the rebranded campaign.
The dedication and resilience of the campaign staff were evident in their ability to quickly adapt to the new direction. The transformation underscored the key role that Harris would play in the 2020 election, as she stepped into the spotlight following Biden’s exit. The intense flurry of activity showcased the team’s commitment to the campaign’s success and their ability to navigate unexpected challenges with determination and unity.