American University

The American University Office of Human Resources hosts an annual Staff Appreciation Week. The Senior Coordinator of Staff Experiences wanted a complete rebranding, in order to boost attendance and to encourage staff to participate. In order to maintain compliance with current University branding, we opted to use the University’s Indigo color as our monotone overlay accent in the series. This allowed us to draw the pieces together, and create a modern, fresh, and instantly recognizable suite of assets that included a website, wayfinding signage, print advertisements, and volunteer shirts. The client wanted the brand to reflect the diversity of staff, as well as a brand that represented growth, being together, and celebration. 

American University sits in the heart of Washington, D.C. The area itself is highly diverse. We wanted to accurately reflect the diversity of our staff, while also maintaining a people-facing presence for Human Resources, who sponsored the entire event.

The final campaign included various assets, including digital and print ads, email marketing design, shirt design, volunteer pass designs, signage, and more. These various touchpoints allowed us to reach a further audience across campus, and boost overall event enrollment by 50%.