How do you bring consistency — without making every campaign look the same?

The Sun Devil Fitness Complex supported a wide range of programs, events, and wellness initiatives across four distinct Arizona State University campuses. Each had its own message and audience, but they all needed to feel like part of the same larger organization. The goal was to build a recognizable creative direction that could bring consistency to the brand while still giving individual campaigns room to have their own personality.

Working alongside program coordinators and university leadership, I helped translate those different objectives into campaigns across print, digital, social, and environmental media. As the needs of the department changed from project to project, the visual system had to be flexible enough to move with them, from recurring fitness programming and instructional materials to major events and campus-wide initiatives.