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A Campaign for the VCU Women's Basketball Team.

 

CLIENT PROJECT  |  8 WEEKS  |  SERVICE DESIGN, PRODUCT DESIGN, PRINT & SOCIAL 

 
 

 

ROLE

I was the Experience Designer and Art Director for this project. My role included: ideation, concept development, print, signage, promo flyers, mockups, social, gear, and branding. I was also a part of the strategy process. Tools used: Illustrator, Photoshop and C4D

 

They asked us to help them fill more seats at games.

 
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INTRODUCTION

 
 

Instead, we created an entire campaign for the team.

Providing them with a platform, an identity and a voice that will attain support far beyond just the basketball arena.

The problem goes beyond just filling seats. The community doesn’t show the same level of interest in women’s basketball as they do for men’s basketball. On top of the societal stigmas, the team is young, inexperienced, and unknown. Not to mention the fact that they were projected to finish near last in the conference. We realized our goal was less about trying to fill seats, and more about telling their story that filled those seats.

 
 
Wait, so VCU actually has a women’s basketball team?
— VCU Student
 
 
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OPPORTUNITY

Highlight their story.

On the court, the team refuses to quit, regardless of the circumstances. Off the court, the team is passionate about fighting for those who suffer from social inequality. To be a woman, and to be part of this team, is to persist despite the obstacles.

Insight: The team’s mentality on the court resonates with those they fight for off of it.

Strategy: Recruit new fans for VCU Women’s Basketball by speaking for those who continue on, despite the odds.

Creative: Persist

 
 
 

PRINT

 

INSTAGRAM CONTENT


SOCIAL


The team has been highlighting individual stories of persistence on social as a soft launch. 

 

EXPERIENTIAL 


When a local business buys a season ticket, they’ll receive a yellow chair
to show their support for the team.

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OUT OF HOME FLYERS


Flyers around campus to remind the student body of Women’s Basketball games

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EXTRA HANDOUTS

 

PLAYER SWAG


 

GAME DAY FLAG


 
 

 

TEAM

EXPERIENCE DESIGNER + ART DIRECTOR: CORYN BAJEMA

COPYWRITER: KATE URSU

STRATEGIST: MARTIN MADRIAGA

CBM: SARA SINGH

 

 
 
 
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