Social Media Campaign

In the midst of the COVID-19 pandemic, Pepperdine honored fifty alumni working in the healthcare industry through a social media campaign. I led the design direction and execution, with the first phase of web and social graphics ready to roll out 3 weeks after conception, and final announcements published after 8 weeks. Design occurred in three stages, documented below.

Discovery and Mood Boards

I met with the directors of communications and alumni engagement and collaborated with a communications specialist to determine the desired tone for the campaign. I then developed and pitched three concepts to the directors, each based on a different theme: 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

Refine

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

Implementation

Graphics were released in 3 waves. First, a call for nominations across web and social channels, followed by the digital release of honoree announcements, and then a final editorial feature in Pepperdine Magazine and on the webpage.

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.