2. Two-Part Campaign
The Student Purchase Awards, hosted annually by the University Union Gallery, celebrates the exceptional creativity of Sacramento State students. Through the ‘Call for Artists,’ students are encouraged to submit their artwork for consideration. The campaign unfolds in two phases: an initial awareness drive to solicit submissions and then the main event itself. Embracing a visual identity characterized by art-themed textures, warm hues, and stretched typography, I aimed to convey the unconventional and innovative spirit of our student artists. In the latter phase, the visual direction transition to a more subdued palette and minimalistic design, allowing the spotlight to shine on the diverse range of student artworks showcased in the gallery.