MONMOUTH ATHLETICS
A full visual campaign and identity for a Division I program in West Long Branch, New Jersey.
THE challenge
Monmouth plays at the Division I level and competes in the Coastal Athletic Association, where every program is fighting for the same recruits, fans and attention in a small geographic range. The athletic department design was disjointed overall, and lacked a cohesive look that told Monmouth’s story.
The department needed creative that looked confident and was unmistakably tied back to the Jersey Shore. It also needed files that its staff could keep producing all season without starting from scratch.
THE strategy
The immediate direction for this project was calling on the geography of the Long Branch area in New Jersey. Instead of a standard and plain navy or white background, we played directly into the university’s coastal ties. Beaches, waves, bright subjects, and grit were all key components to the style.
Additionally, the athletic department wanted to include subtle callbacks to the university itself. Lining the ceiling of Monmouth’s historic building, The Great Hall, is beautiful stained glass. That design was taken to use as background texture and on text.
CREATIVE DIRECTION
[Describe type choices, imagery treatment and how the look built on Monmouth's midnight blue and white. Add sketches or references below if you have them.]
THE CAmpaign
