How does an institution balance professional advocacy with approachable, student-friendly energy?
Engineering a Campus-Wide Movement with the USU Earth Day Festival
The Brief
As a Graphic Designer and Marketing Assistant for AmeriCorps VISTA, I was tasked with revitalizing the identity and operations of Utah State University’s annual Earth Day Festival. The goal was to transform a series of disconnected events into a cohesive, high-energy brand that drove both student engagement and local economic support.
The Strategy
I served as a Lead Creative and Planning Council Member, bridging the gap between brand identity and logistical execution. My role included:
- Creative Direction: Developing a full identity system (logo, print, digital).
- Communications: Managing social media, photography, and PR strategy.
- Operations: Fostering donor relationships, streamlining service project logistics, and organizing participant groups.
The Process
Through analysis of previous years and community feedback, we identified that the barrier to entry was often a lack of accessible “on-ramps” for students. We pivoted the strategy to focus on a “celebration with purpose,” merging education, service, and high-energy social gatherings.
Strategic Identity Meets Community Experience
- Served on the planning committee to transform a fading event into a robust, multi-day festival structure with live music, art competitions, and service learning across all university colleges.
- Collaborated on the development and execution of the “EcoHunt,” a gamified scavenger hunt that catalyzed student engagement, secured $2,500 in local sponsorships, and remains a cornerstone of the festival through 2026.
- My strategic branding and operational frameworks drove a drastic increase in participation, formalizing a sustainable model for subsequent years.
A Record-Breaking Footprint
The festival successfully integrated high-level speakers, like Sierra Club Outdoors Director Stacy Bare, with “boots on the ground” service projects. By aligning the brand across all platforms, we created a turnkey experience that felt both professional and grassroots.
The Outcomes
Record Participation
Drove high engagement through the EcoHunt and social media campaigns, resulting in a vibrant, multi-day celebration that “gave people a way in” to environmental advocacy.
Strategic Partnerships
Secured prize donations from local businesses, strengthening the tie between the university and the Logan economy.
Turnkey Brand Assets
Established a brand guide and marketing templates that set the standard for future iterations of the festival.
46
Community Partners
$2.5K
Sponsorship Donations
25
Registered EcoHunt Teams
109
Sustainability Pledge Signatures
