NC State's Institutional Message: Transformation

The companion web presence for NC State’s 2012-2013 Institutional Message. Site is responsive and uses the parallax effect to display various parts of the Institutional Message video.

This site became a large part of NC State’s 125th anniversary marketing campaign of Tradition and Transformation. Marketing material in print and web mediums repeated similar messaging and style of the campaign.

See it here

Objective
Each year, NC State produces a short marketing video called the institutional message. This video is shown at various athletic events including football and basketball home games, on ESPN and local news outlets, and at other university functions. Our team was tasked with creating a companion web presence for NC State’s 2012-2013 Institutional Message. This site became a large part of NC State’s 125th anniversary marketing campaign of Tradition and Transformation.

Strategy and Messaging
Part of the University’s 125th brand messaging included the theme of “tradition and transformation.” This was a large part of the messaging that framed the voice and tone of central communications for the University. The graphic system that emeged from this system included fully exploring the condensed and ultra condensed weights of the university typeface- Univers, large red graphics, flat iconography, and the juxtaposition of the “then and now.”

Concept
I was tasked with finding a way to make the short 30 second marketing video into a full site- sticking to the previous year’s design model. I wanted to push that notion to create an interactive experience that juxtaposed the different parts of the video in a “transformational” way- illustrating problem-> solution. Working with a developer, we came up with a concept that uses the parallax effect to fully showcase the parts of the institutional message.