Shape Your Impact Campaign

Serving as Creative Director on UI Dance Marathon's anniversary year presented numerous unique and new projects, one of which being UIDM's first-ever, year-long campaign: Shape Your Impact.

This campaign served as a way for all individuals who touched UIDM to recognize their contributions to the organization and the cause—no matter how large or small, and call for new participants to develop their own unique impact. My role in the project was to create a "brand within a brand" that could hold up all year. In addition, the anniversary year had to play a role in the campaign, so the numerical year (frequently referred to within the organization each year) had to carry special weight and emphasis. Lastly, Shape Your Impact needed to read as immediately and undoubtedly "UIDM," yet be able to stand alone as it's own entity.

Logo Design + 
Brand Development

My largest—and most important—task for development of the
campaign was developing Shape Your Impact's logo. I had three major established elements of UIDM's brand to work with: color palette, primary font, and the poppy, geometric style used by Creative Directors of the past.

I used heavy italics on an angle for both a rising effect and to emulate a retro feel. The triangles that ground the text became a repeating motif to help the campaign permeate all other materials designed for the rest of the year. The neon glow quickly became another motif of the campaign, but in a way that easily separated the Shape Your Impact campaign from other UIDM designs.
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Creating this logo took an awful lot of time, numerous variations, and copious amounts of feedback from my teammates and mentors.

Instagram Post Spread

Facebook + Twitter Header

Kickoff Event
Promotional Stories

Created to allude (throughout the upcoming week)
the secretive campaign kickoff event. Only select
leadership members were aware of the true purpose
of the event, but through videos like these, all could still
encourage new and returning members to participate.

The Shape Your Impact campaign launch video was a combined effort between myself and my multimedia chair, Abbie Schuchard. Together, we digitized, organized, and selected historic footage from throughout UIDM's rich history to include in this video. Abbie did the bulk of the editing, and I provided scripting, storyboarding, and creative oversight for the project.

The nature of this video is unique in that we were tasked to not only inspire new and existing students to participate, but to recognize the vast and diverse group of people who contribute to UI Dance Marathon's cause. It is a recruitment and stewardship tool. The video also became a staple in UIDM's sponsorship pitches, leading to a record $400,000+ in sponsor fundraising for the year.

Merchandise