Brand Campaign: Be Bold. Fly High.
College of the Mainland (COM) Be Bold Fly High 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.
COM Be Bold Fly High promotional item giveaway at 2023 brand campaign event. 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
New buildings. New programs. Elevated learning experiences. Fanatical commitment to student success. The next chapter of COM has taken flight. In March 2023, a new brand campaign for College of the Mainland would visually reintroduce its mission boldly to the world titled “Be Bold. Fly High.”™ Campaign branding and visuals would capture the bold essence with 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 had provided campaign concepts as a means to save time but work we received did not meet design or quality standards. With a failed agency experience, my redesign efforts began. A new logotype was developed 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 lockups for various channel implementation including TV commercials, social media, promotional materials, newspaper, postcard mailers, web banners and outdoor light pole banners adorning the college campus. Project management ensured branded collateral pieces were created and delivered on time.
THE RESULT
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 on selected streaming and broadcast through August 2023. Additionally, campus campaign materials have received very positive reactions from college executive leadership, professors and staff. As the new motto of the college, the “Be Bold. Fly High.”™ campaign will be in place for years to come.
MY ROLE
Design strategy, strategic planning, campaign brand identity, typography, graphic design and layout, project management