George Mason Men’s Basketball needed help increasing season ticket purchases and student involvement, from a largely commuter-based student body, for the 2017-18 season. To start, we did a lot of conceptual work to create a visual language and creative voice for the overall campaign. In doing research, we found that even though George Mason is a founding father, not many people know who or what he’s done for the early days of the country. We built upon this lack of awareness through some dichotomous headlines, and really flashy graphics. Everything revolved around the fact that you may not remember George Mason, but you will remember playing the team with his name on their chest. The aesthetic then became a mix a lighting effects, bokeh and graphic overlays. The look was described at being the visual interpretation of Kanye West’s ‘Flashing Lights’. The main rallying cry ‘Green & Go!d’ was created to give some energy to the overall campaign, and worked as another design element to pull everything together.
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