After my BFA in Fine Arts, I was contacted by my alma matter (Rutgers University, Mason Gross School of Fine Arts) to help the graduating visual arts students brand and advertise for their thesis gallery show.
The title of the show, Feast or Famine, was chosen by the students as a reflection of the “sink or swim” feeling of entering the world after graduating. The students, which ranged from graphic design to sculpture, felt as if a future after fine arts schooling was either going to be a feast, bountiful and successful—or a famine, the chaotic life of a starving artist.
For the marketing strategy, I presented the concept of featuring students’ work that reflected this uneasy feeling of Feast or Famine. Artist Allison Scalera created the main imagery, a bold and exciting orange and black swirl.
The wordmark, a stacked sans serif, balances a thin and sleek font face with a commanding caps title. I created the layout for the posters, wall vinyl, tote bags, pin buttons, and direct-mail postcards; I supervised the silk-screening of the posters and tote bags. I also directed the students in creating the website and accompanying web assets. This included social media posts, web banners, and email blast assets that were sent through official Rutgers channels.