Cal State LA set out to increase summer course enrollment by encouraging students to stay on track academically. I was tasked with creating a bold, system-driven poster campaign centered around the message: "Step Closer to Your Degree This Summer."
The objective was to build a visual system that could command attention, remain brand-adjacent, and resonate with students across diverse spaces on campus. I developed two distinct printable and digital posters featuring real Cal State LA graduates in authentic, celebratory moments — communicating joy, progress, and possibility.
Typography became the anchor. I selected Bespoker Serif — for its contemporary contrast and editorial presence. It adds tension, energy, and structure, helping the message function at scale.
The color palette included two modes: Cal State LA's gold for vibrancy and tradition and secondary brand color blue for flexibility and tonal range, giving it a student connection.