Overview

Ad Team is a competitively selected student-run agency that competes in the AAF NSAC annually with the University of Oregon. They were losing applicants. Advertising is known for its collaborative environment—it's nearly a team sport.

The goal of this project was to create a style guide that would carry the rebrand of University of Oregon's Upstream Ad to the new Ad Team.

Roles

Brand Design, Art Direction, Graphic Design, System Design, Image Manipulation

Tools

Canva, Adobe Illustrator, Adobe Photoshop

Duration

4 weeks, December 2023

Team

3 people

Exploration

Though Ad Team had been established for decades, I found that the organization was relatively unheard of. Through a survey of students on campus I found that it had a reputation for being 'boring' and 'reclusive'. They lacked a social media presence.

How might we communicate that Ad Team characterizes 'playfulness' and 'sportsmanship'?

Process

After the above logo was created, I used a mood board to narrow my style choices. Color, typography, and other style components were documented in a style guide, which I handed to the media team for reference.

Final Designs

The handoff of the style guide was paired with practical examples of how it can be used, and a set of retro trading cards inspired by real cards.

Takeaways

What I enjoyed most about this project was getting to create such a large visual language that would be used in so many applications. Each decision I made had to work together with the previous and future decisions I made. It helped me center my design goals around the design system rather than each design execution.

More work — Help Her Play