Celebrates its centennial year of Otis college of art and design and kicking off a 100% campaign, dedicated to creativity of the artists and designers give to their passion.
Credits
Consultancy: York & ChapelRole: Art director
Responsibility: Art direction, Brand identity, Visual design, UI/UX Team: Jeffrey Perkins, VP of communications and marketing, Sheharazad Fleming, Creative director, Ryan Senese, Director of UX and digital design, Rachel Moreau, Digital marketing manager, Fawad Assadullah, Photographer
Overview
I designed the brand identity for Otis College's centennial year, celebrating a hundred years of creative individuals who have pursued their passion for art and design. The 100% campaign is dedicated to showcasing the enthusiasm of artists and designers who have given their all in pursuit of their calling.
Project duration
This design project took 9 months including research, ideate, design and execute of creating brand identity and visual design.
The Challenge
Otis College of Art and Design celebrates its 100 years in Los Angeles. The wide-ranging campaign focuses on the commitment needed to live a creative life. Throughout the year, the contributions of Otis College alumni and current students highlighted with a series of commissioned projects, talks, exhibitions, and events at the campus and throughout Los Angeles. My focus is to create the 100% - find your 100 brand identity that represent Otis college centennial logo. Then, there are 3 sub logos should match together. It is the way the brand presents itself to the world and how it wants to be perceived by audience. A strong brand identity can help a Otis’ centennial brand stand out from others and create a lasting impression in the minds of community.
The Solution
I inspired from Otis college rebranding core shape - letter “o” & rectangular, which representing creative individual. I want to show interaction between artists and creatives. Also, I want to show how to approach art in different perspective. My solution is to utilize with counter of “0” which represents Otis college icon, black canvas where everyone can be artist & enthusiasm of student artist to observe foundation. I create the system with vibrant color palette so it feels celebratory. I also create pattern that inspired from wooden block toy and icons to support social campaign, website and digital experiences. Our creative and marketing team ensured that communication, collaboration, and community to all the necessary processes.
100% - Find Your 100
On September 30, 2018, Otis College of Art and Design turns 100. To promote the Centennial, Otis College is embarking on a year-long campaign to support and celebrate the creative individual an creative community. The campaign is called 100% and the tagline is Find Your 100. The focus of the campaign is to show how creatives persevere and give it their all in pursuit of their creative callings and to support them in that quest. While we’ll still celebrate the fact that Otis is turning 100, we want to use the Centennial to put the focus on creators of all kinds.
Define project list for the Centennial year
- A series of rallying videos by members of the Otis College community to kick off the campaign. - 100% Videos
- An art and design challenge to all students, faculty, alumni, and artists nationwide: What’s your 100%? Then we shared the work with the world. - 100 Projects
- A 100% Festival at Otis College from November 9–11, 2018 with a Makers Market, Speakers Forum, workshops, demonstrations, art and design installations, and live music.
- A series of visiting artists and speakers throughout the Centennial year.
- A campaign-focused online hub that features all campaign content, along with feature stories about students and professional creatives who embody the 100% ethic.
Early iteration
Creating brand identity
I designed the brand identity reflects Otis’ commitment to the creative community . Also, I developed a comprehensive style guide that aligns with Otis' branding and aesthetic, ensuring a consistent and cohesive visual representation across all touchpoints.
Principle
Style guide
Execute
My focus is on bringing consistency and cohesiveness to all of the campaign's applications. From social media graphics to the website design, each application demonstrated the vibrant colors, playful patterns, and strong typography that I have developed for the 100% - Find Your 100 campaign. Our creative and marketing team will ensure that all executions align with the brand identity and style guide, creating a memorable and engaging experience for our audience.
LAX #100PercentLA Selfie Wall
Swag item
Invitation
LA Weekly Ad
Find Your 100 Website
Digital Banner
Social Ad
100% Festival
Otis College of Art and Design held a 100% Festival on November 10 & 11 at the Los Angeles campus. The 100% Festival features a makers market, creative workshops, guest speakers, live music, food trucks, and more.
Festival Website
Festival
Going forward
The result of this campaign has been a strengthened sense of community among the creatives who call Otis College home. By showcasing the creativity and dedication of alumni and students through commissioned projects, talks, exhibitions, and events, the campaign has inspired others to find their own 100% and pursue their creative passions with enthusiasm and commitment.
The Impact
The impact of the 100% campaign and festival has been significant and far-reaching. By showcasing the creativity and passion of the Otis College community, the campaign successfully reinforced the institution's commitment to supporting and celebrating the creative individual and community. It also helped to position Otis College as a leading institution in the field of art and design, and strengthened its relationships with alumni, students, and the wider community.
What I learned
Collaborating closely with the Otis College creative and communication teams was also crucial in ensuring that the brand identity and visual design aligned with the college's values and goals. Additionally, I gained valuable experience in creating a comprehensive brand style guide and applying it consistently across various applications. Overall, this project allowed me to hone my skills in art direction of brand identity and visual design, as well as project management and collaboration.
