Organic Social Campaign

In the midst of the 2020 COVID-19 pandemic, Pepperdine leaders wanted to honor fifty alumni working in the healthcare industry. Design concepts took two weeks to develop, with the first phase of web and social graphics ready to roll out only one week after the direction was chosen. I completed the final components in the subsequent three weeks.

Discovery and Concept Development

I met with the directors of communication and alumni engagement and worked collaboratively with a communications specialist to understand the desired tone for the campaign. I then developed and pitched three concepts to the directors based on different themes: Compassionate Care, Essential Worker, and Making Connections.

Phase 1

Compassionate Care: With organic movement and shapes capture the personal touch required for quality healthcare.

clean water • human connection • airy • pensive

Essential Worker: A juxtaposition of warm and cools, geometry with organic strokes, this concept marries both sides of the healthcare industry which requires quick decisiveness and an ocean of compassion.

calm amid chaos • caution tape • bold • impactful

Making Connections: Much like a hospital or healthcare organization has many moving parts, the connecting dots and lines form systems of function, rhythm, and beauty.

friendly • clean • organized movement • minimal

Concept Refinement

Leaders enthusiastically chose the Making Connections theme, yet wanted to see a few alternative title options before moving forward.

Phase 2

Final design selected for the title lockup

Phase 3

Design Execution

The campaign was released in waves. First introductory graphics announced a call for nominations across web and social channels, followed by digital released of honoree graphics, and then a final editorial feature in Pepperdine Magazine.

With 50 alum being honored, the campaign included more than 75 individual motion graphics:

  • 25 Instagram Story slides (two honorees each)

  • 50 square post animations

  • email and website headers

  • 3 unique title graphics

  • Well-styled templates for each platform layout so that designs could be posted within an hour of requests.