The 175th Anniversary
Bridging Legacy and Brand Modernization
Leading the 175th Anniversary creative was about more than a milestone; it was about honoring the history of an institution while giving it the modern visual tools it needed to grow.
The Goal: To execute a year-long, multi-channel campaign celebrating a legacy milestone while modernizing the brand for a diverse, future-facing audience.
Role
Creative Lead
Scope
1 Building Dedication
1 Public Facing State of the University
7 Regional Alumni Receptions
6 States
Team
Designer
Social Media Specialist
Photographer
Videographer
Key Partners
University President
Conferences
Advancement Operations
Facilities
Results
Fiscal Year 2025 completed with $16.4 million in total gifts
500+ Alumni Engaged
A unified 175-year legacy with a modern identity.
The Challenge
Pacific University was at a crossroads. The institution was in a period of major transition, yet faced a massive 175th-anniversary milestone at the same time. It was vital that we didn’t just “throw a party,” but instead used the moment to unite the campus and show the community where the future of Pacific was headed. I developed a creative strategy that balanced 175 years of history with our recently updated enrollment marketing identity to create a cohesive, modern, and public-facing campaign.
Leadership Strategy
Cross-Functional Brand Stewardship
I served as the primary creative lead, collaborating across University Advancement to ensure a cohesive brand experience. I partnered with stakeholders from Facilities, Conferences & Events, and Alumni Engagement to align visual and messaging goals across disparate departments.
Creative Direction & Quality Assurance
I established the visual tone for the anniversary and provided rigorous QA for all assets. This oversight ensured that everything from large-scale environmental signage to social media micro-content met institutional standards for brand integrity and excellence.
Inclusive Storytelling & Accessibility
I prioritized accessibility standards throughout the campaign, utilizing high-contrast palettes and directing imagery that reflected inclusive excellence. I ensured our storytelling authentically represented the diversity of our current student body.
Execution
Impact
Building a Culture of Brand Ambassadors
A major highlight for me was seeing our strategy take hold at the executive level. Our University President was so inspired by our direction that she, unprompted, recorded her own footage with our mascot while waiting for a flight at PDX. My team turned that “in-the-moment” content into a vertical video for our final celebration in Hawai’i. It was a clear sign that leadership didn’t just approve the strategy; they felt empowered to be active brand ambassadors.
Organizational Reach
We successfully supported the brand needs for nine events across six states. My team ensured that the 175th-anniversary identity remained consistent and high-impact across every location, despite the varying venues and logistical challenges.
Driving Engagement & Results
This campaign was about connecting with our community to support the university’s future. By creating a consistent and modern brand experience across every touch-point, we helped engage over 500 unique alumni at our events and supported a fundraising effort that brought in more than $16.4 million in total gifts for the fiscal year.
The Blueprint for Future Events
Beyond the milestone itself, I used this project to develop the production workflows and creative templates that have since been adopted as the permanent standard for all major University events moving forward.
Alex Bell 