CONTEXT:
Propel Center is a first-of-its-kind global HBCU campus for learning and innovation...but nobody knows who they are.
IDEA:
A campaign that makes social media the Propel Center campus, connecting students to the culture and history of HBCUs across the nation while amplifying the voices that are the future of innovation and leadership.
INSIGHT:
As a result of the current social climate, workplace diversity is becoming a priority for many companies...so they turn to HBCUs.
STYLESCAPES ARE DESIGNED MOODBOARDS THAT HELP TO DETERMINE DESIGN DIRECTION AND AID IN SECURING CLIENT BUY-IN
Creating a Design System.
The Propel U concept was not going to be executed by R20. We had to develop hand off instructions for future users. One task that I took on was breaking down the Afrofuturism aesthetic. One persistent theme that I noticed was the confluence of the organic and spiritual with technology.
This led me to creating a design system where we mixed simple geometry with a digital geometric mesh. I believe that this combination carried a semblance of Afrofuturism. I also believe this made the aesthetic more accessible to Propel’s in-house designers. This is the system that we use to build all assets.
CREDITS:
ART DIRECTION: CHRIS HARDY & MICHELLE MARDORF
GRAPHIC DESIGN: CHRIS HARDY