Project: Spirit 2026 Campaign
Type: Integrated Campaign Identity, Brand System & Multi-Channel Visuals
Role: Lead Graphic Designer & Concept Creator
Deliverables: Campaign Identity System, Brand Guidelines, Custom Vector Graphics, Print & Digital Assets
Tools: Adobe Illustrator, Photoshop, InDesign, After Effects

The Brief & Strategy
Inspired by a classic yearbook aesthetic, the Spirit 2026 campaign was designed to capture the energy of coaches and cheerleaders—from youth leagues to collegiate squads—while establishing a cohesive look across every touchpoint. This visual system anchored a 222-page catalog (print and digital) and translated seamlessly into targeted email campaigns, digital ads, and landing page experiences.

My Contribution & Execution
Concept Ideation & Creative Direction: Originated and pitched the chosen creative concept during team ideation, taking full ownership to expand it into a comprehensive, fully realized brand system.

Custom Asset Creation & Custom Graphics: Illustrated a proprietary library of custom vector graphics, including detailed badge elements, pennants, and layered graphic textures that gave the campaign its unique visual signature.

System Design & Identity Guidelines: Established a cohesive brand architecture—defining color palettes, typography rules, and layered layout structures inspired by a classic yearbook aesthetic.

Multi-Channel Execution: Designed final emails and key catalog spreads, assisted with photoshoot planning and execution, and delivered polished visual assets across all campaign channels.

Impact & Outcome
Delivered a scalable campaign identity that streamlined multi-channel asset production and increased email engagement and brand visibility.