Cal State LA Athletics wanted to build excitement and elevate the fan experience for their home series against Sonoma State. I was assigned to design a cohesive campaign system across multiple platforms—including A-frame posters, digital board displays, and Instagram posts.
I developed a trio of baseball-inspired taglines—"The Changeup," "Legends Are Made Here," and "Bases Loaded—each crafted to amplify the game's drama and narrative. These lines acted as thematic anchors, allowing the campaign to shift tone while maintaining a consistent voice rooted in confidence, grit, and momentum.
Typography leads the visual system, with Manuka driving bold, athletic impact and Geomatrix providing sharp, structural support. A distressed texture overlays key elements, mimicking the dirt kicked up during a slide into home— a visceral cue that captures motion, tension, and energy in a single frame.
The result is a unified campaign grounded in storytelling and built for scale.