Democracy is on trial, but it worked in one respect. People voted without incident. A candidate won. And the razor-thin margins that were predicted did not come to pass. So, you might say that democracy won, this time around.
This year ThoughtMatter designed a provocative mural adapted from Gustave Courbet’s The Origin of the World, which made clear the tangible impact that public art can have on motivating real-world political action. It encouraged New Yorkers to vote “yes” on Proposition 1, which states, “No person shall be denied the equal protection of the laws of this state or any subdivision thereof”—an amendment that successfully passed.
I asked ThoughtMatter Managing Partner Jessie McGuire, who has been vigorously engaged in social and political action, about the project and whether ThoughtMatter’s art interventions have truly made a quantifiable difference in 2024.
Can you provide a summary of your most impactful projects to date?
ThoughtMatter is celebrating its 10th anniversary this year, marking a decade spanning three national elections, nearly four presidential administrations, and two New York City mayors. For our team, art and politics are inseparable when it comes to branding. It’s where stories are shaped, movements are sparked, and change begins to feel possible.
Over the past decade, everyone who has walked through the doors of ThoughtMatter has contributed to harnessing the power of design to ignite critical conversations and inspire action through public art projects. In 2016, we created over 15,000 posters for the Women’s March, capturing a nationwide spirit of resistance and rallying voices across the U.S. and beyond. The following year, our For the People and We the People poster exhibit reimagined the U.S. Constitution as an artistic dialogue on civic engagement and democracy. Yes, the Constitution was made better with millennial pink paper and risograph printing!
In 2018, following the Parkland high school shooting, we mobilized design to support young activists, providing free posters and hosting a cross-generational workshop at The Metropolitan Museum of Art for March For Our Lives. Then in 2019, Shit House transformed our studio into a cheeky yet critical examination of borders, privilege and what people are willing to accept as “normal.” Most recently, at the 2023 NYCxDESIGN festival, our WHO IS NYC FOR? exhibit turned a sharp lens on who really benefits from New York City’s systems. Installations like WHY CAN’T WE SIT? and WHOSE MONEY TALKS? weren’t just art—they were calls to question.
These projects, some of which are now preserved by institutions like Poster House and the New York Historical, embody our belief that design isn’t just decoration, it’s a tool for questioning power, inspiring people and pushing the world toward something better.
ThoughtMatter’s public art is more than just something to look at; it’s a nudge, a spark and, sometimes, a much-needed wake-up call.
Do you believe that such things as the mural adapted from The Origin of the World actually influence people to vote?
Without a doubt! The mural was intentionally provocative in every way. We designed it to grab attention and demand reflection. It wasn’t just a shocking visual for the sake of shock, it was a statement. It asked a powerful question: What’s more dangerous, a painted wall or the erosion of reproductive rights? Turns out, a painted wall with too much vulva is actually more dangerous.
Our original design drew heavily from Gustave Courbet’s artwork, but as we climbed the chain of approvals from landlords to media buying agencies and their general counsel, more and more of the image got censored. Turns out, a bold VOTE message is less risky than a woman’s body; kind of the ultimate metaphor for this election, don’t you think?
This mural wasn’t just a piece of art, it was a call to action. A way to make people stop in their tracks and think about what’s at stake. At ThoughtMatter, we believe the role of art and design is not just to beautify or sell, but to challenge, provoke and connect. Choosing The Origin of the World, a work steeped in controversy, was an intentional move to confront New Yorkers with the urgency of protecting bodily autonomy and reproductive rights. Won’t lie, I also loved that we got to sneak a little art history into the conversation.
This led us to partner with Colossal Media, whose team brought our vision to life through six days of hand-painted work. Recreating a piece by Courbet, the “father of European realism,” with a company known for hand-painting contemporary ads, often for liquor and fashion, felt like the perfect continuation of our concept: that a commitment to craft, executed on a massive scale, can make messages impossible to ignore.
The feedback we got confirmed this. People stopped, talked, and even registered to vote right there on the street. The mural became a physical tool—it turned the abstract idea of “reproductive rights” into something immediate and visceral, reminding people that voting isn’t just a civic duty, it’s self-advocacy.
What’s more, it kept the urgency of Proposition 1 on the New York ballot top of mind, helping connect the dots between personal freedoms and the power of their vote. Art like this is more than a moment, it’s a message: a symbol of resistance. A reminder that believing in something is powerful, but acting on it is transformative.
I hope our work serves as a reminder of what’s possible for designers. Sure, the work we do might get painted over, censored, or ignored, but the change it sparks lasts longer than any election cycle.
How extensive have your campaigns been? And what are the limitations?
Our campaigns have ranged from something as simple as a poster series to something as ambitious as redesigning the U.S. Constitution, distributed to thousands of students in NYC. There’s a certain freedom in that range, and while it might seem like we’re trying to cover all the bases, the limitations we face, whether it’s time, budget or the fear of pushing too far, are often what shape the most interesting work. We’ve learned to use those constraints as fuel to engage more people and make our ideas more impactful and far-reaching. Our posters have even made their way around the globe and into permanent collections of international institutions.
But here’s the thing, could the drive to make things feel or seem big actually make us smaller? In art and design, impactful work seems to only break through when it’s optimized for digital clicks or grand gestures that get attention. It’s as if the only way to succeed now is to be loud, viral and constantly scaling. For me the problem is, in that pursuit, intimacy and true reflection get lost. Platforms that were meant to connect us now reward the superficial, the big, the flashy.
Value in today’s landscape is measured by fleeting impressions, and small community-building initiatives are often dismissed because they don’t create that shiny digital footprint. But what if the culture we’re chasing has strayed too far from our instincts for intimacy, subtlety and generative good?
At ThoughtMatter, we focus on the message, not the method. We don’t tick the boxes of traditional tactics or follow perfectly optimized marketing plans designed for clicks. What drives us is answering two key questions: who are we talking to, and how do we want them to think, feel or believe? This mindset has led us down some unexpected paths, whether it’s creating a public art installation, organizing a rally or producing a podcast.
Some campaigns, like Covidity (creativity in the time of COVID), were fleeting, digital graffiti on four walls in four locations, on one night during lockdown. Others, like For the People, focus on democracy and (hopefully) continue to evolve over time. Our work shifts with the needs of the moment. The work we create is part of a bigger ongoing story, and the limits of that story are still unfolding.
If you can’t tell, we don’t like limitations. As a studio, we’re ready to roll up our sleeves, embrace the limits, and keep producing the unexpected in hopes it moves people.
Now that the majority of Americans have voted to reelect Donald Trump—a tyranny of the majority, so to speak—what is on your schedule for future art actions?
I’d never heard of “tyranny of the majority” before, but now that I have, I can proudly say: ThoughtMatter isn’t retreating, we’re recalibrating!
That’s an interesting spin …
This fractured moment demands more than reaction; it calls for vision. At ThoughtMatter, we’re channeling our belief in the radical power of design into actions that quietly disrupt, provoke and unite. Sure, we’ve seen how frustration has dulled the energy of movements like the Women’s March, but we know that change doesn’t always roar—sometimes it whispers. It starts in overlooked spaces like a local library, a front porch, even a coffeeshop conversation. Our next chapter isn’t just about protests in the streets, it’s about planting seeds that eventually crack through the pavement.
We’ll continue partnerships with art museums, cultural institutions, community building organizations and nonprofits, creating access to art in engaging ways. And we’ve got our eyes on new collaborations that will empower us to expand our reach.
We’re designing projects that invite people to pause, reflect and feel. Spaces where the noise fades, and what remains is raw. We’ll continue to challenge the status quo in ways that defy easy categorization, with projects that refuse to play by the rules of performative activism. No, we’re still not following traditional tactics or clear marketing plans, but our next actions will be rooted in defiance and hope. They’ll whisper truths, amplify unheard voices, and slowly but surely, shift the tide. Because if the majority insists on power, we’ll insist on something stronger: possibility.
Do you see art protests bearing fruit in any shape or form?
I sure hope so. I went to art school at Pratt at the turn of the century thinking I could convince people that art and design aren’t just about making things look pretty, but about purpose.
Art protests? I do believe they pay off, just not in the predictable “bear fruit” nonsense people want to hear. It’s never as clean-cut as that. It’s not going to fit in a neat little spreadsheet, and that’s exactly what makes it beautiful. It’s messy, it’s disruptive, and it’s nearly impossible to measure. But it does something deeper. Art, unlike design, doesn’t yell for attention, it sneaks up behind you, whispers in your ear and makes you think and feel. In a world obsessed with noise and spectacle, art is the slow burn—the intimate conversation you didn’t realize you needed. It challenges your assumptions, throws uncomfortable questions in your face, and then kicks you in the gut with real human connection. Then design comes in to make you feel better, and maybe it helps you buy stuff.
Art also has this magical way of bringing stories to light that are too often ignored or buried. A single image, performance or design can slice through the noise in ways a tweet or meme simply can’t. It connects us to other people’s lived realities on a level that sticks—deeply personal, raw and transformative. Those moments of connection spark empathy, and empathy is how real, lasting change starts.
At ThoughtMatter, we see art protests as a vital tool for shifting culture. While they are probably not going to make immediate political or bottom-line change, they help people feel seen, heard and understood. Art’s quiet power to challenge, to connect and to inspire leaves an impression that lingers. And for us, that is the kind of power that has the potential to reshape how we think, how we act, and what we believe the future can be.
Has this election encouraged or discouraged further action this year? Or should we wait and see?
This election has reinforced the urgency of pushing for change. Every day without action is a missed opportunity to shape the future. The power of collective action, especially when amplified by art, has never been more evident. At ThoughtMatter, we’re ready to respond by creating work that inspires, challenges and shifts the conversation. Waiting to act risks losing momentum, but the real challenge is balancing urgency with strategy.
That said, it’s a tough question to answer definitively. Urgent action will undoubtedly be necessary, but we also need clarity on what we’re up against. The next four years will demand a new level of focus and tactical thinking for protests and advocacy to be effective. Anger and disappointment can fuel movements, but without a clear strategy, protests risk creating the wrong narrative or losing their impact.
For all my talk about protests being vital for culture, I’ll say it: protests for protest’s sake won’t cut it. What’s required is thoughtful, purposeful action that carries a powerful, unambiguous message. As a design studio, our role is to ensure the work we create doesn’t just react, it resonates. It should move people to engage, reflect and act meaningfully.
Do you see art as a viable option for advocacy?
Absolutely. Art is not only a viable option for advocacy, it’s often one of the most effective tools we have. We believe all art is political, and designers, as artists, have a responsibility to use their skills and mediums to amplify important messages. Advocacy through art isn’t just about making statements; it’s about creating work that moves people, ignites action and becomes part of a larger dialogue for change.
Art has a unique ability to transcend boundaries and reach people on an emotional level, speaking directly to the heart in ways that words alone often can’t. At ThoughtMatter, we’re energized by this potential and proud to be a team of creatives ready to drive forward the power of design to meet the challenges of the world ahead.
Through partnerships with organizations like ARTE, Girl Forward, MAMA Foundation, and Studio Institute and REIA, we’ve seen how art can amplify critical issues like incarceration, refugees, music and art education, and healthcare. Whether it’s creating zines, designing spaces, or crafting campaigns, art often provides a platform for voices that might otherwise go unheard. Sometimes, art is the only viable option for advocacy. It spurs conversations, and those conversations nurture understanding. Understanding, in turn, inspires action. We believe art has the power to shape the future, and we’re committed to using it to create meaningful, lasting change.
I’m curious: Did you read The New Yorker story “The Americans Prepping for a Second Civil War?” What are your thoughts/reactions?
I hated it. The article highlights how extreme ideologies are being framed as “the new normal” in media narratives, and that’s both depressing and dangerous. The people they highlight have chosen isolation and fear, preparing for violence while those they claim to fear are simply advocating for peaceful protests and expanded rights. The difference is stark. This situation underscores how the media amplifies fear-based thinking instead of fostering community-minded dialogue. It’s crucial to call out misinformation and lies for what they are, and shift the focus toward fostering conversations that build connection, not division.
As artists and designers, we have a unique responsibility in moments like this. Art has always been both a tool of propaganda and a weapon against it—against censorship, hero worship and nationalism. Today, it’s more critical than ever to be responsive and thoughtful. Art education, particularly for children, is more than the finger-painting classes of our childhoods. It’s a key practice in preparing future generations to engage with the world through critical thinking and empathy.
At ThoughtMatter, we make space for diverse perspectives and emotions in our work. It’s how we ensure the solutions we craft foster understanding, not division. Art confronts the narratives of fear and extremism by encouraging dialogue, challenging assumptions and imagining alternatives rooted in community and compassion.
The article might paint a bleak picture, but it’s a call to action. We have to double down on using creativity as a force for connection, resisting fear-driven narratives and reframing the conversation to build a society that values collaboration over division.