Marketing & Event Collateral
Medium: Print & Digital Design, Social Media Strategy
Tools Used: Adobe Illustrator, Photoshop, InDesign, Linktree
Client: Community College of Allegheny County (CCAC)
Award: 3rd Place – 2023 Adflux Competition, Marketing Campaign Category
Tools Used: Adobe Illustrator, Photoshop, InDesign, Linktree
Client: Community College of Allegheny County (CCAC)
Award: 3rd Place – 2023 Adflux Competition, Marketing Campaign Category
Overview:
As both a participant and lead designer for the Fall 2023 CCAC Portfolio Showcase, I was tasked with developing the full visual identity and promotional campaign for the event. This included the creation of print collateral, digital assets, and an integrated social media strategy aimed at boosting attendance and visibility for graduating design students.
As both a participant and lead designer for the Fall 2023 CCAC Portfolio Showcase, I was tasked with developing the full visual identity and promotional campaign for the event. This included the creation of print collateral, digital assets, and an integrated social media strategy aimed at boosting attendance and visibility for graduating design students.
Methodology:
1. Research & Brand Alignment
I began with in-depth research into the event’s theme, audience, and CCAC’s brand guidelines. Understanding the message and the showcase’s goal—to celebrate emerging creative talent—was essential in setting the tone and direction of the campaign.
I began with in-depth research into the event’s theme, audience, and CCAC’s brand guidelines. Understanding the message and the showcase’s goal—to celebrate emerging creative talent—was essential in setting the tone and direction of the campaign.
2. Concept Development
I brainstormed visual themes that captured the creativity, professionalism, and diversity of work being presented. My concepts balanced bold, eye-catching design with clear, informative layout to appeal to both industry professionals and the CCAC community.
I brainstormed visual themes that captured the creativity, professionalism, and diversity of work being presented. My concepts balanced bold, eye-catching design with clear, informative layout to appeal to both industry professionals and the CCAC community.
3. Collateral Design
Using Adobe Creative Suite, I created a cohesive suite of branded materials, including:
Using Adobe Creative Suite, I created a cohesive suite of branded materials, including:
Flyers and landscape posters for on-campus and city-wide display
Bookmarks as take-home keepsakes with showcase info
Nametags designed for both students and event staff
All pieces adhered closely to CCAC’s branding standards while reflecting the unique personality of the student work being featured.
All pieces adhered closely to CCAC’s branding standards while reflecting the unique personality of the student work being featured.
4. Social Media Campaign
To extend the campaign’s reach, I developed a multi-platform social media strategy optimized for Instagram, Facebook, and Twitter. Each graphic was formatted specifically for the platform, paired with engaging captions, custom hashtags, and mentions to build hype and drive attendance.
To extend the campaign’s reach, I developed a multi-platform social media strategy optimized for Instagram, Facebook, and Twitter. Each graphic was formatted specifically for the platform, paired with engaging captions, custom hashtags, and mentions to build hype and drive attendance.
5. Linktree Integration
To simplify the user journey and promote student work beyond the event, I implemented Linktree as a centralized hub. Each student had their own profile link featured in the campaign materials, making it easy for attendees to access portfolios and websites.
To simplify the user journey and promote student work beyond the event, I implemented Linktree as a centralized hub. Each student had their own profile link featured in the campaign materials, making it easy for attendees to access portfolios and websites.
6. Feedback & Refinement
Throughout the design process, I collaborated with CCAC faculty, staff, and peers to gather feedback. Based on this input, I made strategic adjustments to fine-tune messaging, layout, and user experience.
Throughout the design process, I collaborated with CCAC faculty, staff, and peers to gather feedback. Based on this input, I made strategic adjustments to fine-tune messaging, layout, and user experience.
7. Promotion & Outcome
The campaign launched across both print and digital platforms, with a strategic posting schedule and strong engagement from the local creative community. The final campaign received 3rd place in the 2023 Adflux Competition under the Marketing Campaign category—an exciting recognition of both the design and strategy behind the project.
The campaign launched across both print and digital platforms, with a strategic posting schedule and strong engagement from the local creative community. The final campaign received 3rd place in the 2023 Adflux Competition under the Marketing Campaign category—an exciting recognition of both the design and strategy behind the project.
