The University of Tulsa has many traditions, with Homecoming Week being one of the most prominent. Homecoming of 2020 was extra-special, as much of the celebration had to be done with the safety of students from COVID-19 coming first. The Student Association turned to screens for the solution.
Memories on the Mother Road campaign was all about nostalgia and reminiscing. In a time where many students were struggling, the Student Association wanted to develop a message about the life, love, and adventure of TU's past to remind them of the future that awaits. The turnaround was very, very tight: about 48-hours for the t-shirt design and 1 week for the remaining deliverables.
Working with the idea of nostalgia, I single-handedly turned Memories on the Mother Road into a marketing campaign complete with physical and digital assets.
The most popular item at every college event is either free shirts or free food. In this case, long-sleeve t-shirts.
Inspired by the Mother Road (Route 66), I knew my design needed to be full of peaceful nature elements you might find along the drive. Soft edges and sprinkling of texture left the piece feeling well-worn and well-loved. And good news: students did love the shirt, as it had one of the highest pick-up rates compared to previous years.
College students love free food and free shirts, and they also love stickers for their water bottles.
The university has a tradition of a bonfire in the center of campus at the end of Homecoming week. While the Student Association would not be able to hold that, we wanted students to still get to be a part of that tradition. The electric blue burning bright in the crux of the bonfire symbolized the heart of TU still burning strong, even if this year was a little different.
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