UVM Winter Week of Welcome
Award-Winning Campaign In ACUI’s Global "Steal This Idea" Student Graphic Design Competition
The Project
University of Vermont’s Winter Week of Welcome, better known as Winter WOW, is one of the university’s biggest annual events. This weeklong series of community gatherings kicks off the winter semester, welcoming new students to campus in signature UVM style. As the lead designer for this campaign, my goal was to create a cohesive brand identity for WOW that would channel UVM’s colorful, spirited student body and reflect the exuberant ski culture that permeates campus.
The design aesthetic I created for WOW had a vintage après-ski vibe, infused with a vibrant, modern color palette, and anchored by a crisp, bold typeface. I created a wide range of collateral materials across digital and print media, ensuring that every design element aligned with the marketing team’s vision and complied with UVM’s branding guidelines. The result was a cohesive, visually striking campaign, yielding strong student turnout and an enthusiastic student response to WOW merch, depleting supplies on day one.
Logo
The logo combines custom lettering with the campaign typeface. Subtle negative space creates two pine trees, a visual element carried throughout the Winter WOW campaign.
Save the Date
The save the date introduces the mountain graphic, one of the main visuals used throughout the campaign. The design was adapted across Instagram posts and stories, flatscreen graphics, and print.
Event Posters
A series of event posters was created to promote activities throughout Winter WOW. Each poster uses playful illustrations and a shared visual system to keep the campaign cohesive across a wide range of events. The designs were adapted across Instagram posts and stories, flatscreen graphics, and print.
Winterfest
Winterfest was designed to stand out as the culminating event of Winter WOW while still feeling cohesive with the overall campaign. The designs were adapted across Instagram posts and stories, flatscreen graphics, and print posters.
Additional Collateral
Additional campaign materials included a large-scale banner and a postcard inspired by vintage travel graphics.
