REBRAND CMU SCHOOL OF DESIGN -
Playful Campaign for Prospective Students
January — August 2021
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.
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.
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.
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.
hackingthe 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.