Award Winner
Campaign Identity
Event Branding
Marketing Collateral
ASU MLK Celebration Campaign
The ASU MLK Celebration Committee came to our studio for a name and brand identity for its 2025-2026 campaign. Twelve teams, each composed of six student designers, developed and presented branding proposals to a panel of faculty and committee members. My team’s concept was selected as the winning campaign, recognized for its compelling name, cohesive visual identity, and adaptable design system. Our work will be implemented across a wide range of collateral, supporting events throughout the year and shaping the visual presence of the celebration.
In developing the campaign name, we aimed to honor the efforts of those who paved the way while acknowledging the progress still to be made. We wanted a name that was concise, meaningful, and engaging - one that captured both reflection and forward momentum.
This led us to "Picturing Progress", a phrase that encapsulates the ongoing pursuit of change while realizing the power of imagery and storytelling in shaping the future.
The primary visual element for this campaign is quotation marks, symbolizing the power of words in driving progress.
We integrated them into the design as a dynamic pathway, reinforcing the idea that dialogue is fundamental to change.
Here is the first set of campaign collateral: four front variations of bookmarks designed for the over 400 guests attending the MLK Celebration Breakfast.
Each design features a quote from Dr. King and other influential voices, reinforcing the campaign’s message.
To visually represent progress, we illustrated diverse figures engaging in acts of service, symbolizing action along the pathway to progress.
The back of the bookmark features the winners of the various art competitions run at schools across Arizona.
T-shirts adapt the campaign design to a bold, wearable format. On the front, the pathway graphic leads directly to the heart of the wearer. The back highlights the awardees, framed within the campaign’s signature quote motifs.
We proposed what will be a defining feature of the Community Breakfast - an interactive installation that invites attendees to engage with the campaign’s theme.
With the remaining budget, we provided custom pens and sticky notes to be placed at each table, allowing guests to write their personal definitions of progress. These notes will then be placed on a large whiteboard in the room, creating a collective visual representation of how the community pictures progress.
