We were challenged by NC State's social team for Centennial Campus to develop a new brand for them, balancing the goals of being both a lively student hub and a booming business center for Raleigh's workforce.
⚙ Photoshop, Illustrator, Figma
Designing Around Centennial's Diverse Appeal
To best serve Centennial Campus, we had to create a brand that balanced every aspect of their multifaceted appeal, like being an inviting place for studies and classwork, establishing and expanding their corporate presence, offering a variety of nature trails and recreational opportunities, and being a meeting grounds for social events and gatherings.
When we worked out the brand, we had to think about it across all sorts of formats - from a navigational sign on a greenway to a flyer on the wall in Hunt Library.
Coming Up With "See Centennial"
We landed on the name See Centennial to encapsulate all that the campus had to offer. A simple, sleek pinwheel that paid homage to what we identified as the four key aspects of Centennial Campus - the events, academics, recreation, and partners.
Fitting Into NC State's Brand Environment
NCSU, like many colleges, has some stringent brand guidelines. Learning from my internship experience there, there aren't many opportunities to get too 'experimental' within their branding.
We wanted to push that to the limit with See Centennial by using the most vibrant colors from their palette and coming up with unique marketing for the campus, like colorful banners signifying each landmark.
Additionally, we needed to make sure that the promotional content that went through NCSU's traditional media streams didn't feel out of place, so we conceptualized event advertisements that could be displayed on the various eBoards throughout the college.
Exploring Other Media Formats
In addition to creating concepts for NCSU's traditional marketing opportunities, we branched out and came up with promotional material that could reach further beyond campus.
These ideas included expanding digital marketing into social media, a new website, redesigned print media, and more.
