← BACK

OVERVIEW

BRANDING

MERCH

CAMPAIGNING

PROMO

[CREATIVE DIRECTION • PRODUCT:]

Penn-ing School Spirit

MY ROLE

Chief Creative Director

TIMELINE

Oct 2023 - Present

TEAM

1 Exec Board
1 Chief CD (me)
1 Associate CD

SKILLS

Branding, Campaigning, Merchandising

[CREATIVE DIRECTION • PRODUCT:]

Penn-ing School Spirit

MY ROLE

Chief Creative Director

TIMELINE

Oct 2023 - Present

TEAM

1 Exec Board
1 Chief CD (me)
1 Associate CD

SKILLS

Branding, Campaigning, Merchandising

[CREATIVE DIRECTION • PRODUCT:]

Penn-ing School Spirit

MY ROLE

Chief Creative Director

TIMELINE

Oct 2023 - Present

TEAM

1 Exec Board
1 Chief CD (me)
1 Associate CD

SKILLS

Branding, Campaigning, Merchandising

OVERVIEW

Design, marketing, and sales strategy for the Class of '27.

Transformed class identity into something distinctly ours through digital campaigns, merchandise, and in-person events.

View our most recent campaign below:

Spearheaded digital campaigns, merchandise, and in-person events to make class identity into something distinctly ours.

View our most recent campaign below:

I oversaw end-to-end design, vendor coordination, and promotion of P-sweaters, a third year tradition.

Over a 2-week timeline:

$85k+

in sales
(all student led)

in sales
(student led)

30k+

views across channels
(10x target)

social views
(10x target)

(Red,) White, and Blue

(Red,) White,
and Blue

The P-sweater is an iconic third-year piece of merchandise that comes in two colors: blue and white.

I led the design and purchase of the merch.

To promote it, we were inspired by Katseye's viral GAP Ad campaign. We wanted to build on that—leveraging the chime in "Milkshake"—to build hype around the 2 different versions we had to offer.

(More details to come!)

The P-sweater is an iconic third-year piece of merchandise that comes in two colors: blue and white.

Initially, we were inspired by Katseye's viral GAP Ad campaign, leveraging the chime in "Milkshake"—to showcase the 2 different versions we had to offer.

0:00/1:34

BRANDING

Real People, Front and Center

In developing a visual identity, other Class Boards' promotional material went stale, with declining engagement on-campus and social media.

We reimagined what branding meant for Class Board ’27, placing real people and places front and center.

To develop a visual identity that wouldn't grow stale, we reimagined what branding meant for Class Board ’27, placing real people and places front and center.