Refresh Campaign
Art Direction, Branding, Design (Apparel, Digital, Marketing, Print) — west virginia university, 2020-2021.
Refresh was born from the desire to bring connection, compassion, and a community to WVU during the first two years of the Covid-19 pandemic — a time when Welcome Week and other traditional on-campus activities were unsafe for students, faculty, and staff.
My goal when creating Refresh’s visual identity was a final product that integrated seamlessly with WVU’s brand. With this in mind, I built a design system leveraging Pantone 124C and 432C from WVU’s established identity with vibrant turquoise and cherry red. Using cool, confident Masqualero for the Refresh wordmark, paired with WVU’s trademark Helvetica Neue, the result was an identity giving ‘the university’s trendy sibling’ vibes. In addition to creating Refresh’s visual identity, I created marketing collateral, including: graphics & templates for social media and other digital uses, signage, large-scale environmental graphics, stickers, and other print products. I also served as art director, in collaboration with the UR-Digital team, to craft Refresh’s presence on the WVU website.
