As Lead Designer at Gameplan Creative, I partnered with the PRINCETON ATHLETICS Marketing Department to create a cohesive 2019–2020 seasonal “look and feel” for all 37 PRINCETON SPORTS PROGRAMS. I developed a flexible, easy-to-use templated design system—spanning print, social media, motion graphics, and video animations—that provided clear creative direction while empowering the marketing team and student staff to produce consistent, on-brand materials with little to no prior design experience.
CHALLENGE
Standardize design systems across 37 varsity sports programs
Create a brand toolkit for print and digital formats
Eliminate inefficiencies caused by fragmented, inconsistent visuals
Build a system usable by non-designers and student staff to ensure cohesive brand and tone
SOLUTION
Developed a modular visual framework supporting:
print, social, motion, and video
Created templated systems designed for:
ease of use across varying skill levels
flexibility across all sports and formats
Established clear guidelines to maintain brand integrity at scale
IMPACT
Unified branding across 37 athletic programs
Increased efficiency and reduced design turnaround time across teams
Empowered internal staff and student workers to produce consistent, on-brand content
Created a scalable system supporting thousands of assets annually
