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Be: Campaign
Project type
Brand Campaign
Date
August 2025
Role
Lead Designer
Scope
6 sets of full print and digital suites including: tabloid poster, poster pillar, handbill, vertical banner, merch, table and floor stickers, TV slides, newsletter feature image, and social media posts
Be a Leader, Be Informed, and Be Heard is the 2025 rebrand campaign for SAMU Governance. The project was developed in response to previous materials not effectively engaging students and report of low numbers in candidate nominations and voter turnout.
The rebranded campaign took a bold and fun approach that differed from previous SAMU materials. The main visual components were inspired by collage and zine design, while using photography of students to encourage relatability. Each "BE:" campaign features its own colour palette while maintaining SAMU yellow to unify the campaign. Additionally, the imagery was designed to play off of the overall message of each campaign resulting in a playful, engaging brand that makes student governance feel more approachable.
This rebrand was widely successful and contributed to a 59% increase in candidate nominations, as well as a 65% increase in voter turnout compared to the previous year.
