Our primary visual design goal for this social media campaign was to evoke the feeling of being at a college football game. I designed a graphic look and feel to help tie all the pieces of the campaign together; working with creative directors and other designers to ensure we met tight deadlines and maintain consistency across the entire campaign. Those specific design elements included consistent photo background treatment, text layout, iconography, and the football town logo mark.
Logo Design
I designed the football town mark, which was implemented across the campaign.
Iconography
The location marker iconography represents the different types of businesses featured in the contest portion of the campaign.
A strategic goal for this campaign was to highlight the iconic businesses in our college towns, who use UPS. We created a series of posts that show how their operations transform on any given game-day weekend. These posts tied in with a social media contest in which football fans could vote for their favorite businesses to be featured. Winning businesses received gift packages, even more social media exposure, and a chance to deliver the football for a local game.
I also designed these social posts, which accompanied mini-documentaries that the team created, highlighting college town businesses.
