Ad Team Rebrand
A rebranding campaign that says who Ad Team really is.
Overview
Ad Team is a competitively-selected, student-run agency that competes in the AAF National Student Advertising Competition (NSAC) annually with the University of Oregon. The problem was that AdTeam was losing applicants. This is a problem for advertisers, a group who is known for their collaborative environment—it's basically a team sport.
I created a brand identity that would carry the rebrand of University of Oregon's Upstream Ad to the new Ad Team and attract future applicants.
Roles
Brand Design, Art Direction, Graphic Design, Image Manipulation
Tools
Canva, Adobe Illustrator, Adobe Photoshop
Duration
4 weeks, 2023
Team
Individual
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 moodboard 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, as well as a set of retro trading cards inspired by real cards.
Takeaway
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 individual design execution.