Spring Welcome takes place during the first three weeks of spring semester and is a series of events, information sessions and meet ups for all students to kick start the new semester. Building upon the branding already established by Spring Welcome 2016, I developed an identity that iterated from the previous year's to design a new look that still aligned with the familiar "moody floral" aesthetic. The visuals sought to answer the question: How can we evoke the feeling of spring and renewal in the midst of a cold New York winter? Our design solution was validated by conversations with students who reported that they were compelled to attend Spring Welcome events and programs (despite the frigid temps) because they found the graphics appealing and attractive. Work includes marketing collateral for print and digital, social media content, staff shirts and badges, banners for e-mail and web/mobile, and buttons/icons.
