TEAM Stephanie Dillon (Creative Director) + Leny Evangelista (Art Director) + Linda Lam (Senior Designer) + Elysia McMahan (Copywriter)
Every Legacy starts with "U"
The Academy of Art University a.k.a. Art U have an annual campaign which would be applied to internal and external marketing for the university. We developed the 2018 theme of "Legacy" that focused on the legacies that the school is known for and those that it creates through its innovative curriculum and style of teaching embodied by its students, alumni, faculty and leadership.
Campaign Keyart
What better way to represent a legacy then with a portrait. We've all seen one and familiar with them – monarchs, religious and political figures cemented in history with a portrait. The keyart developed are "modern day portraits" – collage that combined enigmatic images and elements that represents the subject matters' or "legacies" passion, notable accomplishments, history, tools and textures of their trade. I approached each portrait by deconstructing the personal bios written by our copywriter along with hours of research scouring the internet.
Below are some of the portraits of the Art U faculty, alumni and students we were so humbled and honored to work with as our subject matters for this Legacy campaign.
Formulaic Process
After creating several human portraits we created a system moreso a formula to create a portrait for any subject matter including buildings, inanimate objects and even a city. Below we have one of the primary buildings of the Art U campus, the objects or tools used to create and the city of San Francisco where the university is located.
Legacy Overview
Once the portraits were completed we created overview pages that combine the creative and copywriting assets a "cheat" or "1-sheet" of sorts for the internal marketing team reference.
The first page includes the legacies bio, quotes, vision, trade and passion statement.
The second page includes the final portrait, taglines, keywords and phrases, extended quotes to use as call-outs for marketing purposes.
Guidelines to Rule them All
Along with the portraits we developed a 95 page campaign guideline that discuss in detail how to use, customize and create portraits along with copy for the internal marketing team to apply to all their marketing needs from digital to print. Below are some of the page layouts from the guidelines.
