Brand Campaign: Be Bold. Fly High.

College of the Mainland TV Commercial aired March 14 during 2023 NCAA Men’s Division March Madness. Image displaying my final branded screen design of the commercial. Copyright 2024 College of the Mainland.

College of the Mainland (COM) Be Bold Fly High campus banners. Copyright 2024 College of the Mainland.

College of the Mainland (COM) Be Bold Fly High campus banners. Copyright 2024 College of the Mainland.

THE NEED
In March 2023, a new brand campaign for College of the Mainland would need to visually reintroduce its mission titled “Be Bold. Fly High.”™ Campaign branding across print and digital channels would evoke a clean impactful design.

MY APPROACH
Working with the marketing team, we strategically planned needs and desired outcomes. Participating in brainstorming sessions, a campaign tagline was ideated and finalized. Initially, a third-party agency was hired to create a branded look as a means to save time but the concepts we received were very poorly done and below expectations. The agency was let go. Instead of saving time, it put us even further behind. As a result, my full project queue was put on hold and redesign efforts for the brand awareness campaign began quickly. I developed a new logotype portraying an artistic and engaging arrangement. Typography presented a clean, bold and open design allowing negative space to allocate a sense of integrity and aspiration. The logotype was further developed into various lockups for multi-channel implementation including TV commercials, social media, digital ads, stadium fence banners, billboards, promotional materials, newspaper, postcard mailers, apparel and outdoor light pole banners across the college campus.

THE RESULT
My brand awareness campaign redesign went on to be very successful. On March 14, 2023, College of the Mainland aired a commercial during the NCAA Men’s Division March Madness basketball championship with the final two screens of the commercial showcasing my design of the Be Bold campaign. The commercial continued to run for five months on selected streaming and broadcast through August 2023. The Be Bold Fly High brand campaign has extended across the 350,000+ local community through numerous print and digital collateral pieces including billboards, social media, digital ads and stadium graphics, as well as internal college campus signage, promotional items, apparel and annual report publications.

MY ROLE
Design strategy, strategic planning, campaign brand identity, typography, graphic design and layout, promotional items, project management