Advocate with Alexxia
Creative direction for Alexxia Carter’s Miss Auburn Campaign
At Auburn University, each spring, five undergraduate women campaign for the position of Miss Auburn, the highest honor on campus. I served as the creative director for the campaign and created all graphic and visual materials to be posted, printed, and painted.
The colors for this campaign are a turquoise and charcoal. These colors feel refined— reminding you of Breakfast at Tiffany’s— but are also bright and loud as the charcoal and white contrast in a very bold way. My personal challenge for this campaign suite was to utilize one typeface only— Helvetica Neue. Alexxia is bold and straight to the point. She is accessible and approachable. She is strong and versatile. All of the characteristics match the character of Helvetica Neue (maybe this is all a bit of a stretch, but at least there is thought behind it!).
It was important to me that I create a brand identity that wasn’t like anything we would be seeing on the campaign trails. I wanted it to be modern, yet classic, to show that Alexxia is ready to step into this decades-old role, but bring her fresh ideas with her.
As well as creating the entire graphics suite for the campaign, I also directed a photoshoot to gather images of candidates and supporter before campaign week kicked off. I worked to move the group around into different poses, positions, and posses, all while helping the photographer to capture the images as I was seeing them in my head.
