AWARDS
(Out of 20 Total Teams)
Best Presentation Design
Best Campaign Art Direction
Project Mission Statement
Our mission was to reposition BCKR as a premium outdoor collegiate apparel brand by building a sharper visual identity, stronger digital experience, and emotionally driven campaign rooted in school pride, nostalgia, and adventure. Through redesigned web pages, social content, print advertising, and interactive product features, the project aimed to show that BCKR is more than fan gear. It is apparel for alumni and fans who carry their school devotion beyond campus and into the outdoors.
Role
Brand Strategy, Art Direction, Web Redesign, Campaign Concepting, Copywriting, Social Media Strategy
Challenge
BCKR had a strong product idea, but the brand needed a clearer identity, more emotional storytelling, and a digital presence that matched the quality of its outdoor collegiate apparel.
Insight
College pride does not end after graduation. Alumni and fans still want to feel connected to their school, but they want apparel that fits their current lifestyle, not just traditional game-day gear.
Even if this was conceptual, include what the work was designed to build a more cohesive brand identity, increase product urgency through the live tracker, improve the shopping experience, and position BCKR as a more premium and emotionally relevant collegiate apparel brand.
DELIVERABLES
LANDING PAGE REDESIGN
We want each school to reflect the BCKR aesthetic while maintaining its individual color palette. Through unifing the tone across the website it will build a strong brand identity. Creating a strong brand identity and aesthetic, it will build a reputation around BCKR and stand out from other collegiate apparel brands and the schools itself.
CATALOG REDESIGN
We found it VITAL to keep up the visual cohesion across the website and build a known aesthetic for the brand. The catalog reflects BCKR’s bold visual style, with a layout that feels intentional and immersive. Hover effects reveal the jacket’s technical features, making it easy for customers to explore performance details while staying engaged in the browsing experience.
LIVE TRACKER
The live stock tracker builds a sense of urgency and fuels school pride by showing how many of the only 500 jackets per school are left in real time. Paired with a dropdown of other schools' progress, it transforms the drop into a competitive race, tapping into FOMO and making every purchase feel like a win for your campus.
SOCIAL MEDIA REFRESH
By refreshing the Instagram page, we’re establishing a more cohesive and curated visual identity that reflects BCKR’s gritty, nostalgic, and cinematic brand tone, while allowing each school’s unique story to shine.
This update helps position BCKR as a premium, tradition-rooted alumni brand with a consistent, elevated aesthetic across all campuses. To complement that, we crafted a LinkedIn post backed by MRI Simmons data, revealing our core audience, college-educated, tradition-driven alumni, is highly active there.
The post introduces BCKR’s new era of limited-edition outdoor gear, blending school pride with lifestyle and showing that repping your team doesn’t stop after graduation.
PRINT AD
For the print ad, we chose 1859 Oregon Magazine because its content aligns with the high-end, nature-focused Oregon lifestyle we’re targeting. Instead of directly showcasing product, the ad will focus on telling the story behind BCKR; how it started, what it’s about and what the future of BCKR looks like.
VIDEO ADVERTISEMENT
FINAL PRESENTATION
