REBRAND CMU SCHOOL OF DESIGN -

Playful Campaign for Prospective Students

skills

Cargo CMS, Javascript, Figma

timeline

January — August 2021

role

Designer, Developer

The Ask

The CMU School of Design wanted to reach diverse prospective students through a marketing campaign. The campaign should allow high school students to learn more about the program, seek answers to their potential questions, and ultimately see themselves in the design field. In order to be accessible and convincing to the highschool students, a more playful brand identity needed to be established.

Our Approach

To inspire those potential future designers to apply for CMU, we wanted to focus on the following actions: educate, motivate, and connect. It is only possible for highschool students to apply if only they are motivated to become designers, so in the series of products in this campaign: website, print, marketing, we strive to provide insights on how the audience just might be a great designer.

Brand

multi-page

We created a cheerful, young and exciting visual identity with the high contrast color combinations. Along with the color and typeface system, we developed a set of doodles as assets to be utilized across various mediums in the campaign.

Website

multi-page
web motion mockup
web subpage
web subpage
web subpage
web subpage
web subpage
web subpage

Wordmark

WordmarkWordmark

Marketing

MarketingMarketing

Print

PrintPrintPrintPrint

Merch

MerchMerch

Reflections

web motion mockup
This project was fun from the very start as I got to work with some of my favorite classmates as colleagues and professors as mentors and clients, and furthermore, I am more than honored to be chosen to be part of the effort to rebrand and promote CMU SoD.

Professor Brett Yasko and Professor Dylan Vitone gave us valuable feedback and inspirations throughout the project as our main point of contact with the SoD faculty. Their continuous support and guidance allowed our creativity to flourish and be executed.
This was my first time working on a client project focusing on creating a completely new brand identity, and developing separate projects across different mediums to achieve the objective. The technical aspect of this project was not too challenging, but I still learned a lot about working with CMS, hacking the pre-defined rules, and using custom code to enable playful interactions.

As a conclusion, I have been very grateful to be a part of this project, and it had helped me grow both as a designer and as a developer.