National Slime Day
This project showcases the strategic evolution of a simple public service announcement into a comprehensive, multi-channel event campaign. What began as a university assignment to create a logo and poster for National Slime Day grew over three courses into a fully realized concept designed to promote creative discovery, hands-on learning, and family bonding.
The Challenge
The initial assignment was to develop an awareness campaign for National Slime Day on behalf of the Ad Council, targeting parents of young children. The goal was to encourage families to spend quality time together through the fun and educational activity of making slime.
Recognizing the potential for a richer narrative, I expanded the scope beyond a simple awareness day. The new challenge became: How can we transform the idea of "National Slime Day" into a destination event that champions creativity in all its forms?
The Process
The strategy was to position slime not just as a toy, but as a gateway to creativity and family connection. This led to the "big idea" of the National Slime & Spark Creativity Convention.
To give the brand a personality, I developed a friendly, snail-like slime monster mascot to serve as a whimsical guide for the event. The brand identity was then developed iteratively over three courses, incorporating feedback to refine the logo, poster, and other campaign assets into a cohesive and energetic system.
Reflection
By expanding on the initial brief, I was able to build a rich, engaging brand world that showcases a wide range of skills, from logo design and campaign strategy to environmental graphics. The process of iterating on the design over three courses was invaluable, teaching me how to refine a concept over time to build a stronger, more cohesive final product.