#UMovetheStatue
Brand Identity, Social Media Strategy
Year: 2020
In the summer of 2020, the largest student organizations at the University of Mississippi banded together to support a common goal: to remove the Confederate monument at the heart of campus. After a few weeks of work, the campaign was eventually successful and the statue was removed.
In my role as brand designer and social media lead, I orchestrated a dynamic visual identity and social media campaign aimed at educating and empowering both students and community members. The campaign received nationwide media attention, and garnered five-digit social media impressions across Instagram, Facebook and Twitter.
Typography
In font selection, my aim was to strike a balance between boldness and sophistication while ensuring legibility for social graphics. Bebas Neue emerged as the ideal choice, offering versatility and timeless appeal. Leveraging its graphic aesthetic, I employed an outline style to inject depth and visual interest into our materials. The strong, crisp lines of Bebas Neue headline our designs, seamlessly complemented by the rounded, balanced forms of Avenir for body text
Color Palette
The color palette was designed to be immediately eye-catching and attention-grabbing on our audience’s social feeds. The palette draws inspiration from the Lafayette-Oxford-University community, centering on pops of red, aqua, and yellow that reference the school colors of the University of Mississippi, Oxford School District, and Lafayette County School District.
Headline: Bebas Neue
Body: Avenir Regular
Social Media Strategy
600+ INSTAGRAM FOLLOWERS
800+ FACEBOOK LIKES
6,750 PETITION SIGNATURES
Our top priority was to educate our audience about the monument's historical context, shedding light on the deep-rooted history of student opposition and activism within our campus community. Additionally, we aimed to channel audience interest into tangible action like signing a Change.org petition and attending local protests
To achieve these objectives, we crafted compelling copy paired with clear calls to action, seamlessly integrated with visually captivating graphics. This approach ensured that our social graphics were highly shareable and optimized to invite community engagement offline. By leveraging the audiences of each of our student organizations, we were able to amass an audience of 1,400+ engaged students and community members in just 8 days.
