PROJECT OVERVIEW
Every year, the Department of Design at CSUS hosts an annual spring show to showcase graduating seniors across five programs: Design Studies, Architecture Studies, Graphic Design, Interior Architecture, and Photography. This positions the event as both a celebration of legacy and future growth. The challenge is to create a cohesive visual identity and promotional campaign that attracts a diverse audience, communicates the department’s value, and equally represents all programs, while maintaining a balance between being visually striking and complementing student work, instead of overshadowing them.
PROMOTIONAL CAMPAIGN DESIGN
legacy
•
growth
•
system
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showcase
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innovation
•
vision
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impact
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future
•
legacy • growth • system • showcase • innovation • vision • impact • future •
MOOD BOARD
SKILLS APPLIED
This project showcases conceptual thinking skills, layout design, and digital illustration. Concept development is central, as the idea of combining the eye and basic shapes translates abstract themes into a clear visual language. This is supported by research and analytical thinking, including studying comparable university shows and identifying the core values of the show. Strong composition and layout skills are demonstrated through hierarchy, grid systems, and balance to ensure clarity and visual impact. The use of a controlled yet expressive color palette to convey energy and emotion. Additionally, digital illustration was applied in developing images of surreal eyes and geometric elements to create a visual system that aligns with the department's goals.
CONCEPT SKETCHES
CONCEPT
PHASE
The final concept combines basic geometric shapes with the surreal eye illustration to form a unified visual system that represents both foundation and vision across all programs. The eye symbolizes perception and creativity, and the shapes reflect the fundamental principles shared by all five programs. By creating the eye from these elements, the system communicates a collective vision built to represent the department, celebrating growth and future potential. At the same time, the use of basic shapes ensures the visual system complements student work.
CAMPAIGN
EXECUTION
The campaign was executed as a cohesive visual system across physical and digital touchpoints. On university campus, posters, standee, digital displays, and wayfinding reinforce recognition and guide audiences to the event. On social media, Instagram and LinkedIn are used to target students and professional audiences. Each deliverable is designed to be flexible and unified, ensuring the campaign communicates key information and builds awareness to the audience
