The creative direction for the 2024 Open Mic series came from a collaborative conversation within the Student Activities marketing team. During one of our weekly creative meetings, we kept coming back to the same question: how do we make Open Mic feel different this year, and more importantly, how do we communicate that visually?

From that conversation, a new aesthetic began to take shape. We leaned into a playful, almost child-like illustration style that still reflected the warmth, creativity, and welcoming atmosphere at the heart of an open mic night. The goal was to create something that felt expressive and approachable while standing apart from previous years of the event.

To build consistency across the series, I created a custom illustrated pattern that carried throughout every campaign piece, alongside a unique illustration tailored specifically to each event. This allowed every graphic to have its own personality while still feeling connected within a larger visual system.

The campaign ultimately expanded across both digital and physical touchpoints, including web graphics, advertisements, and social media assets, creating a cohesive identity that carried throughout the entire event series.