Industry
Higher Education
Client
UMBC
UMBC Welcome Week
UMBC Welcome Week
Welcoming the Largest Incoming Class
Welcome Week is one of UMBC’s largest traditions, welcoming thousands of new students to campus each fall. For 2024, I was tasked with creating a unifying event identity that would be visible across campus and generate energy for the start of the semester.
Welcome Week is one of UMBC’s largest traditions, welcoming thousands of new students to campus each fall. For 2024, I was tasked with creating a unifying event identity that would be visible across campus and generate energy for the start of the semester.
Building a Bold Visual Langauge
I created a bold, spirited direction centered on Chip, UMBC’s Chesapeake Bay Retriever mascot. To expand the school’s palette, I introduced a darker teal navy blue alongside the black and gold. Typography leaned into a modern collegiate style with bold block shadows and textured backgrounds. I also developed the slogan “Bold Since ’66,” drawn from UMBC’s fight song and founding year, which became a unifying element across the campaign.
I created a bold, spirited direction centered on Chip, UMBC’s Chesapeake Bay Retriever mascot. To expand the school’s palette, I introduced a darker teal navy blue alongside the black and gold. Typography leaned into a modern collegiate style with bold block shadows and textured backgrounds. I also developed the slogan “Bold Since ’66,” drawn from UMBC’s fight song and founding year, which became a unifying element across the campaign.
Recognition on Campus and Beyond
The designs reached thousands across campus and beyond. Yard signs were taken as dorm décor, magnets were spotted across the state, and faculty even made TikToks with the signage. Students wore the shirts throughout campus, and the campaign gave Welcome Week a cohesive and memorable presence. The project was also recognized nationally, earning a UCDA Excellence Award in Integrated Marketing Campaign (2024).
The designs reached thousands across campus and beyond. Yard signs were taken as dorm décor, magnets were spotted across the state, and faculty even made TikToks with the signage. Students wore the shirts throughout campus, and the campaign gave Welcome Week a cohesive and memorable presence. The project was also recognized nationally, earning a UCDA Excellence Award in Integrated Marketing Campaign (2024).
