Welcome Home, IU.
Concept & Results
We concepted and constructed a literal IU Crimson front door, bringing it to landmark places and inviting a memory of the campus “home” in each space. Photography shot in the ‘golden hour’ cast every space in a warm glow, like a veil of memory. The motif followed all campaign collateral, with the tag “Welcome home.” or “Return home.” Rich fall colors accented IU’s red. To draw attention to the event, we accented the out-of-home, print, and email media with a series of social posts.
The IU front door and the 'welcome home' concept led directly to a five-year corporate sponsorship with Herff-Jones. The creative concept was used from 2013-2018 by the IU Alumni Association.
Brief
The challenge of the ‘homecoming’ tradition in the era of social media: it feels unnecessary to the target audience, who are still connected to former classmates and seemed irrelevant to alumni without a connection to athletics. Instead of leading with football, we focused our strategy on shared experience, awakening a personal reconnection to the place and time of college.
Concept and strategy to guide in-house creative team in creating a refreshed identity for IU Bloomington Homecoming and a series of communications with the goal to drive incresed engagement and event attendance.
