Interactive Product Design Creative Direction & Interactive Campaign: Virtual Homecoming
Client: Woodward Academy, Office of Alumni, October 2020
Deliverables include: creative concept, art direction, design & development of interactive virtual products, responsive landing page, social media graphic templates & email design.
the problem:
In October 2020, due to COVID, the Woodward Office of Alumni were unable to gather crowds in-person for their annual week-long homecoming festivities. These events help foster community amongst alumni and encourage charitable contributions to The Woodward Fund, a fund that helps cover critical tuition gaps for many students, amongst other things. They couldn't cancel the event, and decided they wanted to do a virtual experience. The experience needed to be completely remote, but still entertaining and engaging, ultimately driving users and former alumni to donate to The Woodward Fund.
the brief:
Create an exciting, virtual experience hub for the annual Alumni Homecoming events that encourages community involvement and charitable donations.
the solution: home isn't a place, its a feeling.
the concept: home sweet homecoming!
Because memories exist in the mind, not in the physical place where they occurred. We wanted to shift the narrative from a negative (not being able to meet in person) to a positive: you are always home when you are with Woodward–alumni no longer need to be back on campus to feel like they were coming home.
Virtual Homecoming Landing Page + Interactive Experience: View live website design here: website design
the aesthetic:
Juxtaposing bright fun colors and bold, fun typography with traditional videos and black and white photography, we wanted to create an interactive experience that was fun, nostalgic and channeling the ethos of Woodward without actually having to be there. The alumni audience ranged from the 1970s graduates to 2015 graduates, so it had to be something all generations could appreciate. (Look closely and you may just see a Woodward Pacman!)
Responsive Email Design
Responsive Email Design, to view the live email design, click here.
Secondary Campaign Deliverables: Organic Social
