Project Brief
This vibrant campaign celebrates the College of Creative Studies Communication Design and Strategy Department by merging Detroit's rich manufacturing history with modern design innovation. Targeting out-of-state junior and senior highschool students interested in design, the campaign showcases College for Creative Studies Communication Design and Strategy Department expertise in experiential typography, motion graphics, and versatile design associates in an interactive type-focused style. Within this campaign me and my team members Lauren Moore, Natalie Orlando, Jenna Vineyard showcase the communication department and its relation to Detroit's history with a 30 second motion video, Instagram Carousel, Jumbo graphics, and Vlog.
INSIGHTS:
When working through this “CCS Rebranded Campaign” I gained lots of knowledge about the history of Detroit and how College of Creative Studies submerged itself into such a Historical city and its art and designed culture. It helps me understand their background and capture the city's design evolution.
TECHNICAL SPECIFICATIONS:
1.) Adobe Illustrator
2.) Photoshop
3. After Effects
Process
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The "Communication Design & Strategy Rebrand" starts off with knowing what audience that's targeted. Since me and my colleagues Lauren Moore, Natalie Orlando, and Jenna Vineyard decided to aim at young junior and senior high school students who doesn’t know much about Detroit and aims to enter into a design school we then start thinking how our campaign attracts this audience with bold colors and vibrant assets that givesDetroit and CCS an city and college full of vibrant atmosphere and cultivating imagery.
The research of Detroit essence in relation to the College for Creative Studies Communication Design & Strategy department all starts with moodboards and inspiration. Since we want our campaign to explore CCS’s expertise in typography, an experimental type-focused style integrates Detroit’s manufacturing past with modern design approaches, using bold, modular typefaces inspired by industrial machinery or letterpress techniques, but applied with digital flair for a fresh look through motion graphics and designed assets, we decide to first start off with a mood board of detroit’s essence and evolution of culture, art, influence, and resilience. Next we find inspiration that connects all we researched of Detroit and spark ideas to remake a new and visionary brand to showcase the interconnection between CCS and Detroit and its new exciting things it comes with!
Our color set for our campaign is Industrial Off White which represents a nod to Detroit's manufacturing and automotive history, capturing the grit and resilience of the city. Midnight Blue, Representing the blues and jazz music scene, as well as the nighttime skyline. Rusty Orange Symbolizing both the rust of old factories and a city in transition, with elements of decay turning into new life.
Motor Black, Representing the legacy of the automotive industry and the raw energy of the city. Spirit of Detroit Green, Taken from the spirit of detroit. Last but not least Electric Yellow, To reflect the vibrant creativity, innovation, and revitalization seen in Detroit’s art and tech scenes today.
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Our imagery assets consist of the tools used in the Communication Design & Strategy department with historic and innovative architecture all around the city of Detroit buildings. Interconnecting both College for Creative Studies and its community in midtown Detroit Area. ![]()
Motor Black, Representing the legacy of the automotive industry and the raw energy of the city. Spirit of Detroit Green, Taken from the spirit of detroit. Last but not least Electric Yellow, To reflect the vibrant creativity, innovation, and revitalization seen in Detroit’s art and tech scenes today.
Our imagery assets consist of the tools used in the Communication Design & Strategy department with historic and innovative architecture all around the city of Detroit buildings. Interconnecting both College for Creative Studies and its community in midtown Detroit Area. 
Since Interstate is CCS typeface and a typeface design heavily inspired by the standard font used on American highway we decide to pair the type font with our own typeface named motor script physically drawn and digitally copied into a digital space, that represents Detroit motor evolution and innovation as well as detroit citizens artistic expression.![]()
These geometric assets are used to symbolize every student at CCS and Communication Designs & Strategy department’s innovation, excitement, and resilience through their work and expression.![]()
These geometric assets are used to symbolize every student at CCS and Communication Designs & Strategy department’s innovation, excitement, and resilience through their work and expression.
CCS COMMUNICATION DESIGN & STRATEGY REBRAND