Democracy by Design: Crafting Messages That Matter

At Say It Blue, our guiding principle is to strengthen and save American democracy. That’s why we take a distinctive, deliberate approach to the words and designs on our products.

The threats we face are real. Constitutional norms are being trampled and authoritarian tactics are taking hold. We’re aghast at the heavy-handed treatment of the vulnerable and the partisan use of force by this administration. Trump and MAGA are testing what they can get away with—incrementally normalizing the destruction of government itself and channeling wealth upward at the expense of everyday Americans.

In moments like this, words matter more than ever. Our purpose is to push back with clarity and conviction.

That’s why our tone is intentional: factual, not angry; discussional, not divisive; educational, not condescending. Our designs spark conversations, not just preach to the choir. People on the right often think differently, and many don’t find satire or political humor persuasive—there’s a reason there’s no MAGA version of Stephen Colbert. Though we love humor and satire, our products avoid excess snark—aiming instead to open doors rather than harden walls.

As a proudly progressive, pro-Democracy movement, our strategy also aligns with the work of Rachel Bitecofer, whose book Hit ’Em Where It Hurts: How to Save Democracy by Beating Republicans at Their Own Game has become a touchstone for us. We were privileged to join a three-hour roundtable discussion with Rachel, exploring her research on why Republican messaging works—and how to adapt its techniques to craft our own effective messaging.

Republicans rely on negative partisanship: voters are motivated more by hatred of the other side than by love of their own. Republicans have mastered activating this instinct through emotional, identity-driven narratives. Bitecofer makes clear that Democrats can’t afford to play defense. She calls for counter-offensives—controlling the stories from the start, as Republicans have long done, by setting the terms of the debate rather than reacting. Reacting is already losing.

That leads directly to framing. A “frame” is the mental structure through which people interpret ideas and narratives. Cognitive science tells us that when a frame is activated, it strengthens the neural pathways that support it. That’s why repeating an opponent’s language, even to argue against it, only entrenches their worldview.

Messaging strategist Antonia Scatton plays a vital role in shaping what we do. Her reframing method creates fresh messaging architecture—offering voters language that highlights values of freedom, fairness, and unity. Her Do Not Associate (DNA) list is an essential tool for this work, helping communicators avoid amplifying harmful right-wing frames and instead replace them with language that strengthens democratic identity.

Finally, while our messaging is urgent and bold, we also hold fast to our Family-Friendly Policy. We never rely on vulgar language or shock imagery to make a point. Democracy is for everyone, and our products are designed to be worn proudly at rallies, protests, and around the dinner table.

At Say It Blue, we believe this is how to change hearts and minds: with clarity, respect, and conviction. Every word and design serves a single commitment—to defend and strengthen our democracy. You’re not just buying a shirt or a sign—you’re joining the movement, carrying the message, and keeping democracy alive.