SMU Senior Year Experience
Campaign Branding, Event Collateral Design
Art Direction & Design: Deirdre Rachel, Eric Sim
Project Management: Deirdre Rachel, Eric Sim
Singapore Management University (SMU)’s Office of Advancement & Alumni held the inaugural Senior Year Experience in the school year 2013/14. It is a series of events for graduating students which celebrates their time in school and prepares them for graduation.
Final-year students look back on their time at the university with many emotions. They could be relieved that they were finally done with studies; excited about job offers; nervous at the thought of stepping into a new phase of life; and sad to be leaving their friends.
To capture the emotions tied to the university, our studio came up with a copy-driven campaign, HERE at SMU. A tagline, e.g. HERE a new tradition begins, accompanies each piece of marketing collateral for the Senior Year Experience, backing the campaign message.