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Project - Black History Month: Defined
The Objective
Develop an integrated visual identity for Western Washington University Athletics' Black History Month campaign that prioritizes the individual narratives of Black student-athletes. The goal was to move beyond traditional recognition and create a cohesive brand system that felt personal, high-energy, and professional across every digital touchpoint.
The Vision
The project was built on a "One Word" concept. Each athlete chose a term that defined their experience, which I used as the visual anchor for their specific graphic. To keep the energy high, I used bold, oversized typography and layered the action shots to create depth. By wrapping the player images around the text, I was able to integrate the interview quotes without cluttering the layout. The result is a clean, aggressive look that works as well on a website header as it does on a phone screen.
The Execution
The series was designed for a digital-first rollout, with the layout adapted to work across web banners and social feeds. To bring the campaign into the physical space, I also produced 11x17 posters of each athlete that were displayed in a high-traffic athletic corridor. We released two features per week throughout February to keep the engagement consistent.
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Digital: Web Hero Graphics, Social Feed Posts, and Interactive IG Stories.
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Print: 11x17 poster series for on-campus facility.
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Strategy: A staggered 4-week rollout (2 athletes per week)
The Evolution
Building on the success of the ‘Defined’ campaign, the JEDI (Justice, Equity, Diversity, and Inclusion) Group commissioned a specialized logo for the Black History Month celebration game. By embedding the university's ‘W’ into the knuckles, I evolved a standard symbol into a brand-specific mark that bridged the gap between a global social movement and school identity. The final design translated the aggressive, high-contrast style of the digital campaign into a simplified, screen-print-ready mark for the official basketball warm-up shirts
Project - Native American Heritage Night
The Objective
I developed a specialized visual identity for WWU Athletics’ Native American Heritage Night, bridging the gap between University Marketing’s broad heritage assets and a high-energy gameday environment. The goal was to create a distinct aesthetic for the Women’s Basketball celebration that remained a cohesive extension of the university's overarching branding.
The Vision
Building off core university design elements, I introduced aggressive textures and a refined color balance to the existing "People of the Shoreline" wave and moon phase motifs. By blending these cultural symbols with bold, layered typography, I created a system that was both respectful of the Lummi Nation and Lhaq’temish people and impactful in a collegiate sports context.
The Execution
The campaign drove momentum for the marquee event through a mix of digital and physical touchpoints:
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Custom Deliverables: Designed a specialized commemorative ticket as a gameday keepsake.
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Speaker Promotion: Created a dedicated poster for the Vice Chairman of the Lummi Nation, balancing academic and heritage aesthetics.
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Social Suite: Developed high-engagement IG Stories and digital headers to drive student attendance.
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Brand Adaptation: Successfully "remixed" established institutional assets into a unique, sport-specific visual footprint.
Beyond major month-long campaigns, I provided consistent visual support for various department-wide initiatives, including Title IX, Mental Health Awareness, PRIDE, etc., ensuring every student-athlete's story was told with professional intentionality
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