This project was my Capstone project at the University of Missouri. I was the Art Director in a team of seven students. Below are examples of the work that I was responsible for.
Global Journalist is a multimedia news outlet based in the University of Missouri School of Journalism, located in Columbia, Missouri. Students and staff report on journalistic ethics and the international state of press freedom. What used to be a quarterly print publication ceased production in 2009 due to rising costs. Global Journalist then became primarily an online-only production with a weekly radio show.
Although Global Journalist is based in the Missouri School of Journalism, many students, journalism students included, are not aware of its existence. Our team's task was to create a fully-integrated campaign to promote awareness around campus and, ultimately, the Columbia community.
Logo Redesign
Old (left) and new (right) Global Journalist logos
My first task was to give the entire Global Journalist brand an updated look. The old logo felt very bland and dated, so I created a new, more modern logo that would appeal to the college-aged target market.
Break the Silence Campaign
Because Global Journalist's focus is on journalists around the world and the state of free speech, we decided to focus our campaign on the same thing. We developed the "Break the Silence" campaign, a week-long guerilla campaign on the Mizzou campus. The objective was to spread awareness of Global Journalist by getting students to tweet using the #BreakTheSilence hashtag.
Break the Silence campaign flyer
During the week-long campaign, Global Journalist staff would wear the t-shirt and red tape over their mouths to pique curiosity. Flyers advertising Global journalist would be handed out and also placed around campus.
Break the Silence campaign t-shirt
We would also erect a 15-foot inflatable globe in Speaker's Circle, a courtyard on the Mizzou campus known to be a place where anyone can say whatever they want while in the circle. Every day for five days, Global Journalist staff members will place a red X over countries with free press regulations. This will serve to raise even more interest in the campaign while informing students about journalist oppression around the world.
The Globe Project
Door Hangers
In order to create brand awareness among younger Mizzou students, Global Journalist door hangers would be placed on the dorm room doors of students majoring in Journalism and/or Communications. Targeting these students will maximize campaign effectiveness and response because they would be more likely to get involved with Global Journalist than students of other majors. Additionally, having students be involved early on in their college careers makes it more likely for them to keep being involved as they get older.
Mizzou Alumni Magazine
The University of Missouri's quarterly alumni magazine is a simple way to advertise the brand to those who might not hear about it otherwise.
Campaign Book Excerpts
Here are some excerpts from the 80-page final campaign book I designed and helped write.
This project was my Capstone project at the University of Missouri. Our team's client was Global Journalist, a multimedia news outlet based in the Missouri School of Journalism. We created a fully integrated advertising campaign to raise brand awareness that we pitched to the Global Journalist staff and J-School administration at the end of the semester.
As Art Director of our team, I designed all the creative tactics used in the campaign, including a new logo, print ad, guerilla tactics, and out-of-home promotions. I also created and designed our final 80-page campaign book.
As Art Director of our team, I designed all the creative tactics used in the campaign, including a new logo, print ad, guerilla tactics, and out-of-home promotions. I also created and designed our final 80-page campaign book.
