Brand Activation

Campaign & Experience Design

Campaigns that live as experiences. Contributed to the MLK 26 multi-channel campaign as Product & Experience Designer — finalist top-three team.

DisciplineCampaign

CategoryBrand Activation

Year2024

StatusCompleted

MLK 26 step and repeat backdrop with gold the effect of respect roundels and ASU logos on black

Overview

Campaigns that live as experiences — beyond media into the physical world. Contributed to the MLK 26 multi-channel campaign as Product & Experience Designer.

Supported experience strategy and delivery for a large-scale multi-channel campaign. Designed digital interfaces and visual systems while coordinating reviews, timelines, and stakeholder feedback. The team achieved finalist selection as part of a top three team in a competitive design review.

MLK 26 — The Effect of Respect

One idea, every surface.

For the Arizona State University Dr. Martin Luther King Jr. Celebration, the campaign line “the effect of respect.” had to work in a ballroom, in an inbox and in a pocket. A single system carried it everywhere: a black field, a gold circle, and a ring of small acts of respect set as type.

The ring of text, “give encouragement, donate used goods, listen to others, hold the door, smile at a stranger”, became the campaign mark. It turns up on the event backdrop, stickers, coasters, shirts, bookmarks, the digital invitation and the printed brochure.

A one inch gold and black sticker, with a peeled corner, beside two 3.875 inch black coasters printed with a ring of gold text about small acts of respect — Fig. 01Giveaways: a 1 inch sticker and 3.875 inch coasters, set in the ring of acts that forms the campaign mark. The step and repeat backdrop above carries the same roundel.

Practice Respect Deck

A card a day.

A boxed card deck turns the campaign into a daily habit. The box is plain black with a single line, “Let’s practice respect together, everyday!!”. Each card holds one small action, such as Active Listening or Express Gratitude, with a short prompt to carry out that day.

Black card deck box printed with the line Let's practice respect together, everyday — Fig. 02The deck box.

Two white rounded cards, 1 Active Listening and 2 Express Gratitude, each with a short instruction — Fig. 03Cards 1 and 2: Active Listening and Express Gratitude.

Event Wear & Keepsakes

Worn, folded, kept.

The celebration breakfast gave every guest something to take home. The shirt wears the gold ring on the front and lists the award recipients on the back. Two bookmark series carry the campaign and the student poster winners, with each winner's name, grade, school and place.

Front and back of a black t-shirt, the front with a gold circle of small text and the back listing the award winners by grade level — Fig. 04Event shirt: the gold ring on the front, the award recipients by grade level on the back.

Fig. 05Campaign bookmarks: a photograph of people helping one another sits inside the ring.

Three white bookmarks showing winning student posters, with the winner's name, place, grade and school — Fig. 06Winner bookmarks: each student's poster, name, place and school, for the 2026 celebration.

Digital & Print Information

From invitation to classroom.

The digital invitation sets the gold ring against black on laptop and phone, then fills it with the portrait of each award recipient. A folded brochure and an activity sheet carry the message to younger audiences, with a coloring page, word search and a Respect Bingo heart.

Laptop and phone mockups of a black email invitation to the ASU Dr. Martin Luther King Jr. Celebration Breakfast with a gold ring of text and award recipient portraits — Fig. 07Digital invitation: the ring fills with each recipient's portrait, on laptop and on mobile.

Tri-fold brochure, white inside with What is Respect and How do we show respect, black outside with the gold ring — Fig. 08Tri-fold brochure: “What is Respect?” inside, the gold ring on the black cover.

Folded activity sheet with a coloring page, a word search of respect words and a Respect Bingo heart puzzle — Fig. 09Activity sheet: Color the world with Respect, a word search, the R-E-S-P-E-C-T acrostic and Respect Bingo.

← All Work2024

Campaign & Experience Design

One idea, every surface.

A card a day.

Worn, folded, kept.

From invitation to classroom.

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