University of Pennsylvania

Penn Athletics 2018 Campaign

Penn athletes are Ivy League students that excel on and off the field. We built a campaign platform and creative toolkit to help them tell that story.

Art Direction

Inspired by the idea of “Penn Grit” – a nod to the school’s heritage and the determination of an athlete, the new art direction captured a more raw attitude with an emphasis on black & white, grain and motion blur. Photography by Brian Sheffield.

CAMPAIGN ANTHEM VIDEO

the PENN LIBRARIES

In addition to the Penn Athletics work, we partnered with the Penn library system for a brand refresh. Our strategy helped take them beyond the misconception that a library is a just “museum for books” and into a new era, where they were positioned as a radical resource for discovery, powering the journey of discovery.

Deliverables included a brand platform, design refresh, campaign, brand guidelines, photoshoot, and an annual report.