Annual Identity System

From 2022 to 2025, I led three consecutive annual campaigns for UMass Lowell Athletics. This project presents the 2023–24 identity system, developed in partnership with the Associate Athletic Director.

The concept and art direction set the creative standard for every River Hawks program that year. It became a complete identity system, from photo and type treatments to lockups, layouts and channel-specific formats. The system was delivered as a suite of templates, along with training for the in-house staff to maintain and extend it across all 16 Division I programs, in print, web, email, brand social and team social. Postseason variants inverted the palette to put the River Hawks’ blue forward when the stakes were highest.

The identity also extended into four multi-panel donor mailers for fundraising, acquisition and retention, including a dedicated men’s ice hockey edition. The work demonstrated enough value that the Athletic Director approved the department’s first full-time graphic designer position.