BRAND STRATEGY, VISUAL AND COPY
purdue recreation and wellness
2025 - 2026
Hey, Purdue students! Did you know you can referee in Mackey Arena even if you don't know ball? Many resources and opportunities within the Recreation and Wellness division go unnoticed, and the largest wellness facility on campus becomes, well, just a gym. A redesign of social media that keeps up with campus culture makes sure students know that in between exams and internships, there's a space to support them beyond gaining muscle mass.Â
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And yes, we have massage chairs. Yes, they're all taken by students working on their laptops. Is this what the intersection of wellness and achievement looks like?
Content Strategy
We drew from real-time student experiences and campus moments to create reels that actually felt relatable and drove engagement. Instead of just promoting the facility, when winter break rolled around, we were rushing to the stair climber to help students train for the airport escalator home. Full content strategy read on my Substack.
Brand Alignment
With strict comprehensive Purdue brand guidelines, RecWell requried consistent adherence to typography, color, composition and language. However, divisions find a cohesive brand differentiation within these restrictions based on their values and objectives, in this case wellness in pursuit of achievement.Â
Supervisor and Assistant Director: Chase Moser
Outreach Manager (video/social production): Yours truly
Content creation and branding
