BEOREGON
ONE COACH AT A TIME
For my capstone advertising course the classes were split into teams of three to create campaigns to win over our client, BeOregon. BeOregon is a DEI initiative for student-athletes and sports programs at the University of Oregon. They wanted to expand their brand and create more awareness and recognition. The client gave us super vague direction with potential audiences and expansion goals, so our team took them in a completely new direction.
We recognized that coaches set the precedent and are vital in setting the bar for their teams. So, why not start and encourage change with coaches? We created “One Coach at a Time,” a statewide initiative that includes panel speaker events, LinkedIn Learning workshops, a recognition and nomination system with desirable rewards, and an effective social media plan.
After two rounds of pitching, and of 20 teams, our team landed in second place. I am super proud of the work that the three of us created, our confidence in pitching, and the potential legacy that we inspired in the client to pursue.
ROLE: CREATIVE STRATEGIST (IE. STRATEGY/CONCEPT DEVELOPMENT + ART DIRECTION + DESIGN + PITCH)
BRANDING
For the branding I wanted to keep some of the brand elements from UOregon, like their primary and secondary fonts, to assert their credibility and association with UOregon.
Expanding on this existing brand, I added hand-drawn elements to humanize the approach, and utilize their color scheme from their logo in a more effective way.
STRATEGY
We approached brand expansion and recognition by expanding our audience to coaches. Why? Because expectations are set by coaches. Check out the details of the campaign below.
