Admission Acceptance Packet
California Lutheran University, a private university located in Thousand Oaks, has 21 intercollegiate athletic teams in which more than 400 student-athletes compete. Its athletics department strives to provide an exceptional program that is designed to foster and complement the academic and intellectual growth of student-athletes.
The athletics campaign, an annual marketing project, aims to show the university's pride and support for its collegiate athletes and the athletics department. The campaign includes outdoor pole banners, schedule posters, and schedule cards featuring a unique theme for that semester.
CLIENT
Athletics Department, California Lutheran University
ROLE
Graphic Design, Environmental Design, Art Direction
ACHIEVEMENT
UCDA (University and College Designers’ Association) Design Competition Excellence Award for Integrated Campaign category
Photo: Ric Tapia, Michael DeTerra (installation photos)
Concept
The 2018 fall campaign features a monochromatic concept I developed and proposed. The concept was well-received to the extent that it was given a special budget for University Marketing’s first-ever photoshoot with a professional sports photographer.
Banner, poster, and schedule cards (from top to bottom)
Challenge
The scale of the project was one of the challenges I faced. A two-day photoshoot with a professional sports photographer, his team, and over 20 student-athletes was an eye-opening experience. As an art director of the shoot, I collaborated with Ric Tapia, a sports photographer, to produce photography that suits its intended purpose and use for the approved concept.
During the shoot, we referred to a pose reference board but also continuously brainstormed and discussed new ideas. Our goal was to capture the powerful and inspiring body forms of athletes in action.
Post-production
After the photos were delivered, I proceeded with post-processing to composite athletes with light backgrounds and also applied a monochromatic color scheme (see before and after photos below). Pole banners and schedule cards featured the finalized photos of student-athletes and schedule posters used a wide shot of the CLU campus. All pieces included the university’s spirit mark, a “CL” shield with a sword.
Before
After
Outcome/Impact
Located on the north side of the campus near athletics facilities, outdoor pole banners promoted the athletic program to the members of the Cal Lutheran community and visitors. Schedule cards and posters were distributed to several on-campus locations including Gilbert Sports and Fitness Center and student dorms.
The athletics campaign not only increased awareness of the athletics program and spirit brand of the university but also created a positive and consistent brand experience for a wide audience that includes prospective students/families and community members. It received UCDA (University and College Designers’ Association) Design Competition Excellence Award for the Integrated Campaign category.
Pole Banners
Game Poster & Schedule Cards
