Northwestern One Form Promotional Campaign

Multimedia marketing campaign design

MEDIUM 

Motion Graphics

Graphic materials

PROJECT DURATION

2 months

 

MY ROLE

Independent Client Project​

 

PROJECT DATE

February-April 2017​

TOOLS

Adobe Illustrator

Adobe After Effects

OVERVIEW​

This multimedia marketing campaign was created to promote Northwestern University's new student portal for applying to scholarships and funding. As a graphic designer at Northwestern University Student Affairs Marketing at the time, I created graphic materials for this campaign including posters, postcards, ads for TV around campus, billboards, etc., and designed its brand logo. I also scripted and created a motion graphic commercial, which was promoted through Northwestern's social media channels.

One Form_poster.jpg

PROJECT TIMELINE

Determine target audience, marketing message, styles and medium.

Design poster and adapt to different

formats and media

Design, animate and edit video commercial 

Initial meeting

understanding

client's needs

Design logo and branding.

Create script and storyboard for video commercial

Get feedback from clients and determine metrics to evaluate campaign success

LOGO DESIGN

After over 50 rough sketches and several rounds of drafts, the clients and I decided on this design. The graphic on the left shows many forms combined into one. Negative space and fonts of different weights give the design a professional and modern look.

SES_One Form_Logo Color.png

DESIGN CONCEPT

It's certainly a hassle to write the same information again and again for different applications. So this campaign describes scenarios that all students can resonate with and make them reflect on the times they had to go through the redundant process. Then, the tagline "One Form, One Story, One Time" explains that now with the new portal, students will only need to build one application and can use it repeatedly for endless scholarship and funding opportunities on-campus.

TARGET AUDIENCE

Northwestern student from freshmen to senior (18-22 years old) across genders, races and majors.

  PERSONALITY OF DESIGN

Modern, eye-catching design that delivers the message clean and clearly, using a flat-animation style with neutral palette.

MESSAGE

Writing new application everytime can be a hassle, with the new portal students use one profile for all funding applications

Tv ads.jpg
Street Billboard PSD MockUp.jpg
BF14213C-DEF0-4836-99BD-09DB8C96BED7.JPG

TV advertisement (1920*1080 px)

Poster (11*17 inches) displayed on-campus

Poster (11*17 inches) displayed on-campus

REFLECTION

My strong time management and communication skills were crucial to the success of the campaign since it was a time-sensitive project that consisted of creating multiple elements across platforms.

 

One thing I wish that I had more time to do was to evaluate the campaign’s effectiveness and impact better.