Peyton Aufill's profile

2020 Oklahoma State Cowboy Football

Visual Language and Sandbox

After a disappointing end to the 2019 football season with back-to-back losses to rivals Oklahoma and Texas A&M in the Texas Bowl, and one of the top rosters returning in 2020, we wanted to refresh the look of Cowboy Football's external communications.
Concept
The final concept, first-and-foremost, complemented the elements of our 2021 recruiting sandbox derived from the hashtag #GOATszn21, celebrating Heisman winner Barry Sanders. Primarily, I wanted an older aesthetic with a printing press feel dominated by the color orange as we encourage fans to wear more orange to games. Key vocabulary included newsprint, nostalgia, retro, throwback, and fight night.
Visual Elements
Elements included adding western patterns like paisley and stars to fill negative space and create unifying overlays. The same was done with stains and rolled ink. Finally, I created custom brushes of all 13 bowl rings in the Mike Gundy era that acted as stamps over the top of designs. I did the same for Cowboy Football helmets.
Photo Treatments
Along with our standard orange filter overlay on photos, I added three new treatments to photo elements within designs.
1. Print Press - A high contrast, nearly black and white image that blended nicely with the stark breaks in design elements from light to dark values. There was added grain and texture to give that dirty, inky feel from a traditional printing press.
2. Misalignment - along with the successful printing press look, I added some unsuccessful elements at times where the printing plates were "misaligned" creating a distorted or double-exposed look to some images.
3. Illustration - I dabbled in creating some illustrative actions to give photos some stark breaks in color along with inky black shadows to suggest a 4-8 screen-printing method was used to create the image.
COVID-19 & Social Distancing
HELMET HAVOC
With the onset of COVID-19, social distancing, and quarantine gripping the world right at the start of spring practices, I wanted to add some fun and excitement back into our social media feed. Oklahoma State is notorious for having an infinite number of helmet combinations, so I constructed a march madness bracket for fans to vote on their favorite of 16 unique Cowboy Football helmets every day for two weeks.
Holidays
Wallpaper Wednesday
Zoom Backgrounds
2020 Oklahoma State Cowboy Football
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2020 Oklahoma State Cowboy Football

Art direction and visual vocabulary for the 2020 Oklahoma State Cowboy Football season and social media feed. Developed in the spring of 2020.

Published: