SHELAUNCHES CLIENT STORY
Shinica Thomas
An established public servant's experience, priorities, and community-centered message translated into a cohesive campaign brand and digital platform designed to make information accessible and create clear pathways for constituent engagement.
CLIENT: Committee to Elect Shinica Thomas
INDUSTRY: Public Service • Political Campaign
SHELAUNCHES TOUCHPOINTS: Website Strategy + Design • Messaging • Content Development
LAUNCH BOLDLY.
BUILD WITH FAITH.
STRATEGY THAT IMPACTS.
LAUNCH BOLDLY. BUILD WITH FAITH. STRATEGY THAT IMPACTS.
The VisionA Campaign Website Had to Do More Than Introduce a Candidate.
Shinica already had a public-service record and an established connection to Wake County. She joined the Wake County Board of Commissioners in 2020 after prior community, professional, and public-service involvement. Her background includes work in information technology, workforce development, human resources, advocacy and educational partnerships, as well as state and national policy groups.
The digital challenge was different from launching a traditional business. The site needed to help residents quickly answer:
Who is Shinica? What does she prioritize? What has shaped her public service? How can I learn more? How can I connect or participate?
The campaign's current site centers the message “Moving Wake County Forward” and provides pathways to learn about Shinica, explore campaign priorities, read news and press, volunteer, request campaign materials, join the mailing list, and contribute.
The StrategyTurn a Large Body of Experience Into a Clear Digital Story.
Public-service brands carry a lot of information: Biography, Community involvement, Policy priorities, Leadership experience, News, Endorsements, Campaign updates, and Volunteer opportunities. The strategy was to organize that information so visitors weren't simply presented with a résumé or an overwhelming amount of content.
We needed a clear story and a clear journey. That meant building around three fundamental questions:
WHO IS SHE? Establish the person, experience, and public-service background behind the campaign.
WHAT DOES SHE PRIORITIZE? Give residents an accessible way to understand the issues emphasized by the campaign.
HOW CAN PEOPLE ENGAGE? Create visible pathways for residents to connect with the campaign.
YOU DON’T BUILD ONLY FOR WHERE YOU ARE TODAY.
Establish a foundation strong enough to support where God may be taking the vision next.
THE SHELAUNCHES METHOD IN ACTION
PRAY → POSITION → BUILD → LAUNCH
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Understand the bigger vision before building the platform.
The work began by looking beyond the website itself.
What needed to be communicated?
Who needed to find it?
What information mattered most?
What should someone understand after interacting with the brand?
And what actions should be available when they were ready to engage?
That gave the digital work a purpose beyond aesthetics.
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Create a clear campaign message and information hierarchy.
With a public-service platform, clarity matters.
The site organizes the campaign around Shinica's biography and leadership background, community partnership, and stated priorities in housing affordability, economic strength, human services, education and technology, and transportation.
The recurring #BetterTogether language and emphasis on partnerships provide another thread connecting the campaign's digital content.
Rather than requiring visitors to piece the story together themselves, the website establishes intentional pathways into the information.
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Translate the strategy into a functional digital experience.
The next step was turning the campaign strategy into something people could actually use.
The digital platform brings together:
Candidate Story: Background, experience, education, public service, and community involvement.
Campaign Priorities: Dedicated information about the policy areas emphasized by the campaign.
Community Engagement: Volunteer and campaign-participation opportunities.
News + Press: A centralized place for media coverage, updates, and public-service-related content.
Endorsements: A dedicated section sharing statements of support from named individuals and organizations.
Calls to Action: Clear opportunities to donate, get involved, join campaign communications, and contact the campaign.
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Create pathways from information to participation.
For this type of project, launch isn't only about announcing that a website exists.
The digital experience needs to make the next step visible.
Today, visitors can move from learning about Shinica and the campaign's stated priorities into several forms of engagement, including joining the campaign, volunteering, requesting a yard sign, subscribing for updates, contacting the campaign, or making a contribution.
That creates a simple digital journey:
DISCOVER → LEARN → CONNECT → CHOOSE HOW TO ENGAGE
THE RESULTS
A Central Digital Home for the Campaign
The result is a campaign platform that:
✓ Brings biography, priorities, news, endorsements, and engagement into one experience
✓ Organizes a substantial amount of information into clear pathways
✓ Makes campaign priorities easy to locate
✓ Creates dedicated space for news and public information
✓ Provides multiple ways for constituents to connect with the campaign
✓ Supports volunteer and campaign participation
✓ Gives the campaign a platform that can continue to be updated as new information becomes available
The finished site centers the campaign's stated focus on affordable and safe communities, public schools, transportation, jobs, local businesses, and community partnership.
“Chamel brought the vision I had in my head to life even better than I could have envisioned.”
Before working with Chamel, my biggest challenge was bringing together the vision that was in my head. With Chamel, the process felt so easy. She truly listened to what I shared, understood exactly what I was envisioning, and brought it to life even better than I could have imagined.
Working together helped me move forward because I was finally able to take what was in my heart and share that vision with others and with the world.
What I valued most was the time Chamel took to truly listen to me and how she treated the project as if it were her own. You can tell she takes ownership in what she creates and genuinely wants the finished result to be the best it can be. She thinks about the little details and the extras that make it special, and she always brings more than what is expected.
To another woman considering working with Chamel, I would say, go for it! Chamel is the only person I would trust at this point to help me build my brand. Not only is she amazing at what she does, but the faith-centered woman she is sets her apart. You know you have a partner who is not only putting her heart into your vision, but is also praying for and covering your business along the way.
- Shinica Thomas You may already know what God has placed in your hands.The challenge is turning everything you're carrying into something clear, strategic, cohesive, and ready for the people you're called to serve.
That's where SheLaunches comes in.
I work alongside you to uncover the vision, clarify the strategy, position the message, build the brand, and create a practical pathway to launch.
PRAY → POSITION → BUILD → LAUNCH
45 days. Four intentional phases. One vision brought to life.
YOUR VISION COULD BE NEXT.
