See
Centennial

Overview

Centennial Campus at NC State wanted to broden their audiecne beyond students. Our mission was to revitalize its branding and reimagine event promotion with bold, fresh ideas. With vast potential for recreation, culture, and exploration, our proposal will transform Centennial into a dynamic destination, turning it into a thriving hub of activity for everyone in the area.

What is Centennial?

Apart from the main campus, Centennial is an expanding hub with cutting-edge engineering and partner buildings. Despite substantial investments, many students remain unaware of its resources. Access is mainly limited to bus routes, with most students visiting only for engineering classes. As further growth is planned, there’s a chance to boost its visibility among students and the wider Raleigh area.

My Role

In this project, I led comprehensive on-site and online research on Centennial Campus, analyzing its resources and community dynamics. Collaborating with a team, I played a key role in revitalizing Centennial's marketing brand while ensuring alignment with NC State's branding guidelines. I developed a detailed branding guide and crafted effective marketing tools designed to drive their strategic goals forward.

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Research

For the research phase of the Visit Centennial project, we focused on four key areas of the campus: event spaces, academic buildings, recreational zones, and business-partnered facilities.

Our on-site research assessed existing resources, identified opportunities for improvement, and considered elements for removal. This analysis helped us understand the strengths of each location and how they could be strategically integrated into our design approach.

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Event

Spacious outdoor event space constructed from repurposed shipping containers, providing a versatile setting for various events, including live music performances and other community gatherings, all while showcasing a rotating collection of local art.

Academics

A cutting-edge library that actively connects NC State students and the neighboring community, providing access to an extensive book collection, advanced rentable technology, meeting spaces, and showcasing breathtaking views of downtown and Lake Raleigh.

Recreation

Spacious outdoor event space constructed from repurposed shipping containers, providing a versatile setting for various events, including live music performances and other community gatherings, all while showcasing a rotating collection of local art.

Personas

Partners

Business Partners on NC State's Centennial Campus offers numerous benefits, including access to a highly educated talent pool, proximity to cutting-edge research and development, and a supportive environment for innovation and growth.

Issues Identified

Many unique facilities on campus, such as the immersive theater, visualization lab, and hidden gems like Lake Raleigh, remain underutilized and relatively unknown to students due to their geographical separation and limited promotion. Accessibility is a challenge, especially for individuals with disabilities and those without cars, further limiting engagement. Additionally, many events are tailored to specific groups, excluding broader participation. These resources also lack integration with academic programs, hindering their effective use by the student body.

  • Jazz Smith

    NC STATE STUDENT

    Jazz, a junior at NC State studying Business, draws inspiration from her older siblings' educational achievements, fueling her academic journey with purpose.

    Pain Points:

    Finding time to attend events

    Does not want to go alone

    Travel Distance

    Unfamiliar with centennial

  • Andrea Torres

    RED HAT EMPLOYEE

    Relocated to Raleigh three years ago for a job at Red Hat, Jazz is originally from California, while her husband is a Raleigh native. They have a two-year-old child.

    Pain Points:

    Unaware of NC State events

    Needs Child-friendly events

    Getting a babysitter

    Never been to NC State

  • Harris Devi

    CENTENNIAL PARTNER EMPLOYEE

    A mid-level project manager at a Centennial Partner business splits his time between working on campus and occasionally from home, enjoying both settings' distinct environments.

    Pain Points

    Unaware of campus events

    Motivating coworkers to join him

    Just wants to go home

    Making friends beyond work

Branding

We revamped Centennial's old brand from "Visit Centennial" to "See Centennial," designing a new logo and updating the brand colors to create a multiversal icon that conveys friendliness, maturity, and a sense of adventure. Using the pinwheel as our foundation for fun, we incorporated a design that reflects movement through the elements, featuring a "You Are Here" point at the center to enhance navigation and engagement.

Vertical Logo:

Typography

In alignment with NC State's branding guidelines, we opted to retain the Roboto font for its sleek, minimalist aesthetic and exceptional readability at various distances. This choice supports our objective of enhancing visibility and ensuring that our messaging is accessible to a wider audience.

Colors

We selected five new bright colors to represent a distinct aspect of Centennial. These colors will be integrated into marketing materials, wayfinding, and events to create a cohesive identity and increase visibility.

Carmichael Aqua: Represents partnerships

Innovation Blue: Symbolizes the outdoor environment

Pyroman Flame: Reflects events and activities

Hunt Yellow: Honors Hunt Library

Modular Pattern

Logo Mark:

  • Mono-Chrome

    The monochrome teal can be used in situations with limited colors or where the main brand color palette may distract from the rest of the design.

  • Base Logo

    Best to use in all spaces where applicable. This logo mark is to be the new face, or eye, of Centennial campus.

  • Single Color

    The single-color logo’s use should be limited; only when contextually necessary. This is best to be used on darker backgrounds.

Promotion

We will use both print and digital materials to boost visibility and attendance at Centennial Campus events, with a strategy designed to engage a diverse audience across multiple platforms.

E-Boards

Our brand will leverage existing NC State systems, like E-boards, for efficient marketing with strong student reach. Templates will be created to help programs easily promote under the See Centennial brand.

Online & Social

NC State's website and Visit Centennial's social media are vital for expanding and enhancing the See Centennial brand. Platforms like Instagram, Facebook, TikTok, and X (formerly Twitter) will be utilized for broader reach.

Signage & Poster

NC State's website and Visit Centennial's social media are vital for expanding and enhancing the See Centennial brand. Platforms like Instagram, Facebook, TikTok, and X (formerly Twitter) will be utilized for broader reach.