Marketing Strategy
CAVS CARES CAPSTONE
Description: A visually striking 3D abstract artwork featuring a coral-colored spiral form with smooth, flowing curves and a soft pink gradient background, emphasizing modern digital aesthetics and organic geometry.
Year :
2024
Industry :
Nonprofit
Company :
Cleveland Cavaliers
Project Duration :
3 months
Problem :
Cavs Care, the Cleveland Cavaliers’ community initiative, needed a fresh campaign to promote its mentorship program, one that could stand apart from the basketball brand while still capturing the team’s heart for impact. The challenge was to connect with underserved students, build emotional resonance, and do it all with limited time and real-world expectations from a professional sports client.
Solution :
As the Creative Director, I led the full visual execution of the campaign. I designed a clean, bold pitch deck, developed the full casebook layout, and created key creative assets, including the 3D-inspired bus stop OOH ad, an engaging landing page prototype, and a scroll-stopping social post featuring the Cavs mascot.
The entire system was built around the theme "Learning Without Limits," using powerful headlines, a warm but bold color palette, and a balance of playful and professional design elements. Each asset was tailored to empower Cleveland’s students and elevate the Cavaliers’ commitment to mentorship. My part of the pitch is from 19:55-23:33.
Challenge :
This wasn’t a student-only exercise; we pitched this in front of the actual Cavs Care team and a panel of industry pros. The visual identity had to appeal to both stakeholders and the general public. The biggest challenge? Striking the right tone: inspiring and aspirational, without veering into cliché or generic community messaging. Every piece of collateral had to feel professional, unified, and emotionally impactful, and we had to move fast.
Summary :
This campaign ultimately won against five other teams. The cohesive storytelling, brand consistency, and emotionally driven creative helped Cavs Care envision what a full campaign rollout could look like, from community outreach to street-level activation.
More Projects
Marketing Strategy
CAVS CARES CAPSTONE
Description: A visually striking 3D abstract artwork featuring a coral-colored spiral form with smooth, flowing curves and a soft pink gradient background, emphasizing modern digital aesthetics and organic geometry.
Year :
2024
Industry :
Nonprofit
Company :
Cleveland Cavaliers
Project Duration :
3 months
Problem :
Cavs Care, the Cleveland Cavaliers’ community initiative, needed a fresh campaign to promote its mentorship program, one that could stand apart from the basketball brand while still capturing the team’s heart for impact. The challenge was to connect with underserved students, build emotional resonance, and do it all with limited time and real-world expectations from a professional sports client.
Solution :
As the Creative Director, I led the full visual execution of the campaign. I designed a clean, bold pitch deck, developed the full casebook layout, and created key creative assets, including the 3D-inspired bus stop OOH ad, an engaging landing page prototype, and a scroll-stopping social post featuring the Cavs mascot.
The entire system was built around the theme "Learning Without Limits," using powerful headlines, a warm but bold color palette, and a balance of playful and professional design elements. Each asset was tailored to empower Cleveland’s students and elevate the Cavaliers’ commitment to mentorship. My part of the pitch is from 19:55-23:33.
Challenge :
This wasn’t a student-only exercise; we pitched this in front of the actual Cavs Care team and a panel of industry pros. The visual identity had to appeal to both stakeholders and the general public. The biggest challenge? Striking the right tone: inspiring and aspirational, without veering into cliché or generic community messaging. Every piece of collateral had to feel professional, unified, and emotionally impactful, and we had to move fast.
Summary :
This campaign ultimately won against five other teams. The cohesive storytelling, brand consistency, and emotionally driven creative helped Cavs Care envision what a full campaign rollout could look like, from community outreach to street-level activation.
More Projects
Marketing Strategy
CAVS CARES CAPSTONE
Description: A visually striking 3D abstract artwork featuring a coral-colored spiral form with smooth, flowing curves and a soft pink gradient background, emphasizing modern digital aesthetics and organic geometry.
Year :
2024
Industry :
Nonprofit
Company :
Cleveland Cavaliers
Project Duration :
3 months
Problem :
Cavs Care, the Cleveland Cavaliers’ community initiative, needed a fresh campaign to promote its mentorship program, one that could stand apart from the basketball brand while still capturing the team’s heart for impact. The challenge was to connect with underserved students, build emotional resonance, and do it all with limited time and real-world expectations from a professional sports client.
Solution :
As the Creative Director, I led the full visual execution of the campaign. I designed a clean, bold pitch deck, developed the full casebook layout, and created key creative assets, including the 3D-inspired bus stop OOH ad, an engaging landing page prototype, and a scroll-stopping social post featuring the Cavs mascot.
The entire system was built around the theme "Learning Without Limits," using powerful headlines, a warm but bold color palette, and a balance of playful and professional design elements. Each asset was tailored to empower Cleveland’s students and elevate the Cavaliers’ commitment to mentorship. My part of the pitch is from 19:55-23:33.
Challenge :
This wasn’t a student-only exercise; we pitched this in front of the actual Cavs Care team and a panel of industry pros. The visual identity had to appeal to both stakeholders and the general public. The biggest challenge? Striking the right tone: inspiring and aspirational, without veering into cliché or generic community messaging. Every piece of collateral had to feel professional, unified, and emotionally impactful, and we had to move fast.
Summary :
This campaign ultimately won against five other teams. The cohesive storytelling, brand consistency, and emotionally driven creative helped Cavs Care envision what a full campaign rollout could look like, from community outreach to street-level activation.