CARMENCEMENT

Rolling Through Adversity, Celebrating Achievement

Overview

CARmencement was Sacramento State’s innovative alternative to traditional commencement ceremonies at Golden 1 Center, introduced in response to COVID-19 safety guidelines. This campaign was designed to celebrate graduates in a safe yet memorable way, transforming a necessary compromise into an uplifting event for students and their families.

As the lead designer, I developed a cohesive visual identity for the CARmencement campaign, incorporating celebratory illustrated elements that reflected the university’s diverse student body, campus landmarks, and natural environment. These designs were applied across multiple platforms, ensuring consistent branding and widespread engagement.

The CARmencement campaign needed to achieve two key goals:

Create an engaging and joyful celebration for graduates despite the restrictions.

Maintain Sacramento State’s brand integrity across diverse assets and platforms.

The pandemic necessitated a departure from traditional approaches to commencement. With no historical precedent or comparable models to draw inspiration from, the campaign required a completely original visual solution. I turned to illustration as the primary medium, allowing for the creation of vibrant, adaptable designs that captured the celebratory spirit of the event while honoring Sacramento State’s unique identity.

I drew inspiration from the campus’s beloved flora, fauna, and landmarks to develop custom illustrations that resonated with graduates and their families. The color palette utilized the university’s approved brand colors, while typography adhered to brand standards to ensure consistency.

The Process

The design process began with brainstorming and exploration to identify a unifying visual theme for this unprecedented event. Key steps included:

• Concept Development: I created original illustrations inspired by campus life and the diverse student community, ensuring the visuals felt both personal and celebratory.

• Collaboration: I shared assets with campus partners, who adapted them for additional materials such as digital signage, grad kits, and event route maps.

• Refinement: Through stakeholder feedback, I refined the designs to align with logistical needs and the celebratory tone of the event.

This campaign marked a rare opportunity in my career to focus on purely illustrative work, allowing me to flex my creative muscles and develop a unique design approach for a large-scale event.

Applications

The CARmencement campaign included a variety of print and digital assets, designed to reach and engage a broad audience:

• Direct Mail: A 5x7 postcard invitation sent to graduates, setting the tone for the event.

• Social Media Graphics: Instagram galleries, stories, Facebook posts, and Twitter banners promoted the event and engaged the campus community.

• Digital Billboards: Highway billboards highlighted CARmencement as a landmark event for Sacramento State.

• Event Signage: Custom templates for large-format signage ensured clear communication and visual consistency during the event.

The illustrated elements became a unifying visual thread, appearing not only in these core materials but also in assets produced by campus partners, such as digital signage and grad kit packaging.

Reflection

The CARmencement campaign stands out as one of the most creatively fulfilling projects in my career. The unprecedented nature of the event demanded innovation, as there was no traditional model or established approach to reference. Illustration became a key solution, offering the flexibility and originality needed to execute a concept unlike anything previously done at Sacramento State.

This project allowed me to explore purely illustrative work, which has been a less frequent opportunity in my career. It challenged me to think beyond typical branding applications, delivering a cohesive visual experience that was celebratory, meaningful, and entirely unique to the circumstances.

CARmencement demonstrated the power of design to adapt to constraints, celebrate community, and create joy in uncertain times. It also reaffirmed my ability to lead creative strategies for complex, first-of-their-kind projects.