Sustainability Initiatives
Branding Campaign
Project Brief: created a comprehensive branding campaign for Sustainability Initiatives at Dominican University. The project includes a custom logo, bike map, sustainability pledge, mural designs for recycling bins, & branded swag to promote environmental awareness and inspire sustainable action on campus.
As part of my senior capstone, I collaborated with Dominican University’s Sustainability Initiatives to develop a comprehensive branding campaign over 12 weeks. The goal was to create a distinct visual identity that stood on its own while aligning with the university’s brand. This campaign aimed to elevate the visibility of sustainability efforts on campus.
Sustainability Initiatives Logo Design
Step 1: Initial Sketches
I began by creating 7 unique logo sketches to explore different directions. These concepts aimed to balance sustainability themes with Dominican University’s identity.
Step 2: Concept Selection & Refinement
The client selected one sketch to move forward with. I then refined that concept into 10 variations, focusing on clarity and symbolism. After reviewing the options, the client chose the final design to proceed with.
Step 3: Color Exploration
I explored different color palettes—some using Dominican University’s official colors (blue and yellow), and others introducing a new palette. The final choice incorporated Dominican blue and yellow, with an added touch of green to symbolize sustainability.
Step 4: Final Design
The final logo features the Dominican blue and yellow, with added green, the official university typeface, the Iconic Dominican arches, subtly incorporated into the "A" and "V" of Initiatives and the logo’s frame, & the Dominican Rose, referencing the flower in the university’s logo. Additionally, I created a comprehensive brand standard to ensure consistency across all materials and platforms, guiding the use of the logo, color palette, typography, and overall visual identity.
To activate campus spaces, I designed mini murals to be installed on recycling bins throughout the university. I created three distinct designs—mild, medium, and spicy—each tailored to the two main types of bins currently in use.
Mini Murals
Mild: A simple design incorporating elements of the Sustainability Initiatives logo, creating a clean, minimal look.
Medium: A Bauhaus-inspired design using the university’s colors along with shades of green to reflect sustainability and modernity.
Spicy: A bold design featuring a full flower pattern, creating an eye-catching wrap for a more vibrant, artistic expression.
In collaboration with another student, I designed this map to highlight key locations within a 20-minute bike ride from campus. The goal was to encourage students to bike or walk instead of driving, while also providing them with a better sense of nearby spots that are easily accessible by bike. To improve usability, I included QR codes that link to Google Maps directions, making it easier for users to navigate, since the illustrated map is more conceptual than geographically precise.
Bike Map
Sustainability Pledge Poster
In collaboration with a fellow student, I designed the layout for a sustainability pledge she had written, with the goal of encouraging student organizations across campus to adopt more sustainable practices. The pledge contained a substantial amount of information, so I focused on organizing the content in a way that felt clear and engaging. To avoid overwhelming the reader, I introduced concise section headlines and added small, meaningful icons to help visually guide the viewer through each part of the pledge.
Sustainability Studies Minor Flyer
To help announce the launch of the university’s new Sustainability Studies minor, I designed an informational trifold pamphlet. I chose the trifold format as a clear and effective way to organize the key details while keeping the layout approachable and easy to navigate. I incorporated design elements the mural designs, helping to reinforce a cohesive and recognizable identity.
Sustainability Initiatives Final exhibition
The project culminated in a gallery opening titled From Vision to Reality: Senior Capstone Exhibition, where all of my design work for the project was showcased. It was a rewarding experience to see everything come together and be shared with the community.
