“Proud To Be” CSU BRAND Campaign
“Proud to be a CSU ram” is the chorus from the CSU fight song and taps into the school spirit/pride, and history of Colorado State University. There were two parts to the campaign. The internal campaign celebrated CSU’s history and tradition. Using a vintage illustration treatment of iconic CSU traditions that spoke to audiences of all ages. Current students and alumni welcomed it as a “throwback,” and for others, it cued memories of their time on campus. The external campaign is aimed at donors, alumni, potential students and their parents for the general off-campus market. This part of the campaign celebrates/highlights CSU alumni and their diversity of careers and personal stories.
SERVICES PROVIDED: Art direction, illustration, design & layout of miscellaneous collateral, and merch designs, strategy
The Proud to Be campaign was adapted and used to drive the 2019 Proud to Be Day of Giving. A 24-hour event where Rams come together, worldwide, to make a gift to an area or program that means the most to them! This campaign shifted the tone of the campaign to be more lighthearted, allowing donation solicitations to feel friendly instead of formal. Proud to Be Day of Giving was a huge success. In 24 hours, CSU raised $183,981 from 2,167 donors – up from 1,577 donors last year. What’s more, we increased first-time donors by 78%
Design by Adam Mendez and Cameron Nelson. Contributing illustrators: Brett Styles Design, Adam Mendez, Cameron Nelson. Work done while employed for Colorado State University