UNIVERSITY OF CINCINNATI CAMPAIGN BRANDING

A NEED FOR SAFETY
In 2009 while finishing up my senior year at the University of Cincinnati College of Design, I was selected from hundreds of applicants to design and brand the President’s “Be Smart, Be Safe” initiative—an effort to address safety concerns on UC's urban campus. Using insights from focus groups and surveys of students and parents, I identified key opportunity areas and collaborated directly with the Digital Marketing Coordinator as well as the President himself to shape the campaign. Deliverables included a logo, visual identity system, infographics, safety vehicle wraps, posters, and an app interface design, all aimed at keeping campus safety top-of-mind.

CRAFTING A BOLD, COHESIVE VISUAL LANGUAGE
To capture the attention of busy college students, campaign messaging needed to be bold and impactful. It also needed to tie in with the University of Cincinnati academic brand. I leveraged a guerrilla marketing campaign approach, developing posters, social media graphics, and other methods of bold disruption that urged students to take precautions around campus while advertising new safety resources.

THE "BE SMART, BE SAFE" APP: MAKING SAFETY ACCESSIBLE
Additionally, I created an app concept for the “Be Smart, Be Safe” campaign. The app puts safety at the fingertips of students and parents alike — permitting students to book a free NightRide ride van hailing service (more details below) through the app, as well as overlaying potential campus safety concerns so students can react accordingly (e.g., lockdown situations). It would also allow students to call campus police with the click of a button if they were feeling unsafe or to report a crime. Additionally, the app would share information about safety resources available to students.