Exhibition Design
Branding || Print Collateral || Space Design
I collaborated with fellow designer Landyn Murphy to develop the branding for the 2024 BFA Exhibition in Graphic Design at the University of Massachusetts Lowell. Our team then applied the visual identity across multiple platforms, including social media, print collateral, motion graphics, the exhibition space, and the UMass Lowell BFA website.
The Branding
The name "BREAKOUT" came from break-out rooms on Zoom, a play on the 2024 graduating class being the last to have experienced college virtually due to the COVID-19 pandemic. All of the branding design served this concept.
My collaborator and I explored a range of concepts to shape the vision of this project, ultimately creating a piece that serves as a love letter to the design department and all we had learned. The use of CMYK to form black references traditional printing methods, the pixelated grid reflects the digital side of the profession, and the Pantone swatches celebrate the power of color.
Branding in Action
Once the branding was established, it was used by the design team, as well as my branding collaborator and myself, to populate and advertise the Senior exhibition across platforms.
Inspired by the use of Pantone swatches in graphic design and the “Breakout” theme, I directed a photoshoot and edited the images so that each BFA candidate appeared to be emerging from a swatch in their chosen project color. I then designed the poster and exhibition catalog to unify the visual concept and reinforce the overall branding system.
The 2024 BFA Graphic Design Exhibition was one of the program’s most well-attended shows to date. Designing the branding and marketing materials was an exciting challenge, and I’m grateful to have contributed to its success.
Branding & Poster Design: Rebecca Loechler & Landyn Murphy
Promotional Materials: Rebecca Loechler, Michelle Voong, Liz Fitzpatrick, Deysi Peña
Social Media: Jeremy Meuse, Mikayla Henderson, Tenly Moriarty, Kate Calvone
Video Screening: Khiem Tran
Photography: Max Laing