Used primarily on social media and aimed at students returning to campus, this branding was like a footbball coach’s strategic play on how to keep safe and healthy on campus during the COVID pandemic.
The social media team at the main communications office needed a visual system for rolling out the new safety measures on campus. The system needed to look very Princeton, by leaning heavily on orange and black and the tiger mascot, to differentiate from other messaging in the broader world. It also needed to look serious, but since it was aimed at students, not too threatening and scary. My concept used a little humor, with a potential gamification of collecting badges (perhaps digital, perhaps real embroidered badges). The main visual was used the most, even appearing on the jumbotron.
