Author ········· Taylie Kawakami
Programs Used ········· InDesign,Photoshop,Illustrator and Procreate
Time Frame······ December 2023 - March 2024
Role Title ······· Director of Design and Creative Director
Programs Used ········· InDesign,Photoshop,Illustrator and Procreate
Time Frame······ December 2023 - March 2024
Role Title ······· Director of Design and Creative Director
goal
Conceptualize and develop an Olympic themed campaign for Springfest, week-long series of events with a budget of $500,000, for the Council for University Programs at Northeastern University.
outcome
Led the creative direction for the most successful Springfest campaign of all time. Oversaw the creative process of developing merchandise including a cap, a t-shirt, a hoodie, and a baseball jersey as well as designing graphics for each of the items. Created a mascot based on the Olympic theme which were used in promotional materials. Designed a series of three poster that were used to promote the three talent events occuring on campus.
reach
Over 50, 000 unique accounts across all social media platforms were reached in the Springfest Victory campaign with two of the three events selling out tickets within two weeks of release. When surveyed many attendents sited that they discovered the event through the social media campaigns. 1150 units of merchandise were distributed within two hours of releasing.
Conceptualize and develop an Olympic themed campaign for Springfest, week-long series of events with a budget of $500,000, for the Council for University Programs at Northeastern University.
outcome
Led the creative direction for the most successful Springfest campaign of all time. Oversaw the creative process of developing merchandise including a cap, a t-shirt, a hoodie, and a baseball jersey as well as designing graphics for each of the items. Created a mascot based on the Olympic theme which were used in promotional materials. Designed a series of three poster that were used to promote the three talent events occuring on campus.
reach
Over 50, 000 unique accounts across all social media platforms were reached in the Springfest Victory campaign with two of the three events selling out tickets within two weeks of release. When surveyed many attendents sited that they discovered the event through the social media campaigns. 1150 units of merchandise were distributed within two hours of releasing.
Posters
Poster developed for star of SNL and Ghostbusters, comedian Leslie Jones.
Poster designed for singer and songwriter mxmtoon. Custom background was created based on the their recent collaboration with hit TV show Bee and Puppycat.
Collabored with three large talent teams to create a poster for singers Lil Yachty, Pink Sweat$, and Dreamer Isioma.
Merchandise
Every year the Council for University Programs releases a limited edition fashion collection exclusively for Northeastern students. These items are highly coveted with them selling out in typically less than two hours of release. I was the creative director and designer behind the 2024 Olympic themed merchandise. Inspired by vintage Olympic poster designs as well as sports cards, this collection is aimed at creating pieces that people will want to wear again and again. Two logos were created for this collection as well as a large scale illustraion that was used on the backs of two of the pieces.
The primary logo developed for Springfest 2024 inspired by the classic Olympic rings design.
A sports card inspired illustration doing in Adobe Illustrator featuring sports that are highlighted both at Northeastern as well as at the Olympics.
A vintage inspired version of the Springfest 2024 logo that was used for the cap and baseball jersey merchandise pieces.
Mascot
I previously developed a mascot which was created for social media usage to promote Council for University Programs based on the existing Northeastern husky mascot, Paws. Due to branding guidelines from Northeastern the Council for University Programs is unable to use Paws in marketing so an alternative version named CUP Pup was created for the Council for University Programs brand. For Springfest 2024, I developed an alternative verison of CUP Pup inspired by past Olympic mascots.
