UMCU CAMPUS SPORTS CAMPAIGNS
University of Michigan Credit Union (UMCU) + University of Michigan | Role: Art Director & Lead Designer
University of Michigan Credit Union (UMCU) + University of Michigan | Role: Art Director & Lead Designer
Driving the UMCU brand to be engaging, conceptual, and innovative is my goal as an art director. My deep understanding of how to effectively extend creative work across multiple channels made UMCU's campus campaigns successful and beneficial to both students and faculty. Below is a taste of the “HAIL” and “Bicentennial Story” campaigns I directed with top-level University and UMCU officials, including photo and video shoots. My creative process consists of illustrating and rendering the concept-driven goal behind each marketing communication and design piece.
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The Partnership: UMCU campus campaigns included the design and production of sports shirts, basketball jerseys, zip-up student giveaways, direct mailing pieces, and social media promotions. A partnership between UMCU, IMG College, and Michigan Athletics helped create exciting fan experiences for students. Football and basketball experience packages were also created to celebrate the University’s impacting sports seasons.
The Process: I actively kept up to date and researched everything Nike and Adidas had produced for Michigan Athletics, the Big Ten Conference, NCAA, etc. I also studied the FIFA World Cup logo designs and various kinds of sport apparel. Erik Spiekermann inspired much of my work, his “Action Man” typeface was very successful on the German Soccer team jerseys. My concepts were based on Spiekermann’s modern type and the Michigan sports fan experiences, iconic buildings, and the symbolism behind the Block-M. I also visited local vendors to test fabrics and print shirt proofs on site.
The Solution: The campus campaigns were successful with students recognizing the co-branded sports shirts, basketball jerseys, and zip-up giveaway every year. This provided strong brand awareness for UMCU when fans watched the games on TV and in person at the stadiums. Driven by the campus campaigns, UMCU experienced an increase in new student accounts from 2013 – 2016. I also re-branded UMCU’s company apparel with breathable fabrics, athletic styles, and new embroidery methods. UMCU was also able to co-brand Nike polo shirts for employees to wear.
The Process: I actively kept up to date and researched everything Nike and Adidas had produced for Michigan Athletics, the Big Ten Conference, NCAA, etc. I also studied the FIFA World Cup logo designs and various kinds of sport apparel. Erik Spiekermann inspired much of my work, his “Action Man” typeface was very successful on the German Soccer team jerseys. My concepts were based on Spiekermann’s modern type and the Michigan sports fan experiences, iconic buildings, and the symbolism behind the Block-M. I also visited local vendors to test fabrics and print shirt proofs on site.
The Solution: The campus campaigns were successful with students recognizing the co-branded sports shirts, basketball jerseys, and zip-up giveaway every year. This provided strong brand awareness for UMCU when fans watched the games on TV and in person at the stadiums. Driven by the campus campaigns, UMCU experienced an increase in new student accounts from 2013 – 2016. I also re-branded UMCU’s company apparel with breathable fabrics, athletic styles, and new embroidery methods. UMCU was also able to co-brand Nike polo shirts for employees to wear.
