Andrew Carnegie Society
For decades, the Andrew Carnegie Society has supported education at CMU through donations. I was hired to design an engaging visual experience to promote the community in a way that went beyond information-heavy pamphlets.
sole designer
timeline: 2 weeks
tools: Illustrator, After Effects
special thanks to William Kofmehl
idea development
ACS sought something that could "cut through the clutter" of walls of flyers, while still staying within the constraints of the Carnegie Mellon University branding guidelines. The ACS board and I determined this campaign could be most effective with a print component and an animated component, so I created a system of greeting cards with a link to a kinetic card.
The biggest issue that I identified from the start is being able to distinguish the ACS branding from that of the overarching university. I decided to play with our school's iconic tartan, deconstructing the pattern to fluidly emphasize certain colors.
final
The ACS logo depicts a thistle, although its heavy stylization has led to some confusion among my peers. Hence, in the kinetic version, I used a reveal motion to simultaneously for brand clarity as well as to add some depth to the simple motions.
We printed many copies of each card, and they were handed out during Carnival, where many CMU alumni returned to campus.