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Project: Viking Athletics Brand Manifesto & Recruitment Microsite
The Objective
In a competitive Division II landscape, the goal was to evolve the Viking Athletics identity beyond traditional recruitment materials. I sought to create a digital-first narrative: a Brand Manifesto that defines our culture of excellence while serving as a functional recruitment tool for prospective student-athletes, families, and donors.
The Strategy
The project was executed through a three-pronged strategic approach:
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A Unified Narrative: By using Excellence as the common thread, I wove the separate worlds of academics, competition, and community into one powerful brand story. This approach moved the department away from sport-specific branding and toward a singular, cohesive identity.
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Alternative Brand Experience: I transitioned the brand delivery from static media to an immersive, scrollable digital interface. This provides a "fan-first" experience that mirrors how modern audiences consume content.
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Narrative-Driven Recruitment: Reframing recruitment as a storytelling process. Instead of just presenting facts and figures, the microsite invites prospective student-athletes into the culture, showing them the stage they will play on and the legacy they will join.
My Role
I took this project from initial concept to live deployment, serving as the sole strategist, designer, and content creator. My work included:
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Conceptualization & Design: I developed the initial vision, visual "look and feel," and the interactive user journey. I built the entire site from the ground up to ensure a seamless, professional digital experience.
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Narrative & Copywriting: I established the "Excellence" thematic framework and authored 100% of the site's copy, transforming raw department data into a compelling brand story.
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Content Production: I served as the primary multimedia producer, creating 99% of the featured video, graphic design and motion graphics. I curated all photography to maintain a premium, consistent aesthetic across all eight pillars of the project.
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