Welcome Campaign

Streamlining an institutional tradition created the opportunity to maximize the visual impact of previously unrelated student-facing collateral.

In 2026, CSU updated its summer new student orientation format to better meet needs of today's incoming students. Instead of two days on campus, including an overnight dorm experience, the campus welcome program was consolidated into a single-day format offered almost exclusively within the Lory Student Center.

This concentrated orientation format was the catalyst for updating annual student center collateral. By developing a unified visual theme across platforms, the student center can guide students with consistent messaging through the journey from orientation, through the Fall semester, and beyond, as students fulfill their educational goals.

Campaign Objectives

The metaphor, "Step into the Center" summarized the intent of the campaign - to draw foot traffic into the building by introducing newcomers to services and amenities early in their academic experience.

Establishing the key visual elements were the campaign's foundation. I developed circular ideations using CSU's "Find Your Energy" branded color palette and standard Poppins font. The direction chosen by LSC Leadership was a map pin graphic featuring a stylized roofline of the building enclosed within a circle. This application reinforced themes of navigation, discovery, and connection to campus. I used the partial circle dotted line in other collateral, so the mark coordinated with existing components. The dotted line was expanded to show sidewalk traffic across campus, integrating the directional motif.

Drone photography of the East entrance, which I commissioned during peak Fall colors, was introduced for a realistic sense of place, while a graphic campus map representation supported the navigation concept. In addition to elements with the "Step into the Lory Student Center" tagline, simplified durable pieces were created. The overall effect reinforced accessibility to students and presented a complex facility with easy-to-navigate cues.

Once the visual system was created, it was applied across platforms to build a cohesive look.

Campaign Components

Print + Environmental Advertising

• Advertisements designed and placed in the Parent and Family guide and the Ram Orientation guide

• Digital campaign graphics displayed on LCD screens across the building

• Coordinated signage system developed for seven building poster kiosks stationed at key traffic points

This early messaging was critical for Orientation visits, as obtaining a RamCard, learning about course materials from the CSU Bookstore, and finding ways to engage with clubs and activities or find a campus job are basic steps for student success.

Welcome Kit

A branded onboarding package was created to help new community members navigate the breadth campus resources available within the LSC. Kit materials included:

• A welcome folder featuring the campaign pin graphic and map

• Matching envelope and sticker

• Promotional coupons

• Informational pamphlet with office and venue listings

While a welcome kit for employees had become an annual marketing staple, the new design and format, featuring a mini-pocket folder, could be adapted for broader audiences and multiple purposes. The trifold office directory features traditional location and phone numbers plus social media handles, encouraging vistors to engage digitally with offices which interest them. The modular system could be customized to present future rack-card sized collateral on various offerings in the building.

Fall Welcome Festival Activation

An interactive tabling experience was designed to extend the campaign into in-person engagement opportunities during annual Fall Welcome Week events.

Elements included:

• Newly designed campaign-themed table runner

• Branded pop-up tent for outdoor events

• Existing branded logo tablecloth and step-and-repeat backdrop

• Customizable “Plinko” prize game with campaign header graphics

• Campaign giveaways reflected the theme, including:

  • Aluminum pins

  • Stickers

  • A highlighter pack with LSC branding

  • Trendy green push-pop balls

  • Tote bags featuring an evergreen application of the theme artwork
    

Experiential Branding

To create visual consistency across events and spaces:

• Staff T-shirts featured the circular campaign artwork on the front and a stylized building activity map on the reverse side. This graphic reinforces some of the opportunities for students conveniently offered within the building.

• Two standing banners incorporated pin and map graphics alongside department messaging

Strategic Goals

The campaign aimed to:

• Increase awareness of Student Center services and resources as new students transition to campus.

• Establish a cohesive visual identity across print, digital, environmental, and experiential touchpoints

• Encourage early engagement with programs, offices, and activities housed within the Student Center

• Unify advertising and events which previously reflected different themes for stronger message retention

  
  

By using a single graphic metaphor and slogan as a through-line from orientation to the first weeks of classes, the campaign brought consistency, familiarity, and cohesion to previously unrelated collateral while making building resources visible and accessible.