I turned a college’s money pit into an evergreen profitable event.
I launched a campaign utilizing original artwork from the graduating students to raise awareness and funds for their thesis exhibition. Designers made art free of any assignment or grade, allowing them to curate art they themselves would want to buy. Creating this own-able element to the campaign allowed for casual consumers to buy in, figuratively and literally.
This became the most attended and first profitable exhibition in program history, netting a 324% return on all expenses from the campaign/exhibition.
We promoted and launched a Print Shop Pop Up in high foot traffic areas around campus to promote awareness, engagement and sales.
Some of the designs the team and I created and sold.
We ran a social campaign that touched on different messaging pillars from awareness, funding, engagement focused content, etc.
Art Direction & Copy: Wesley Dean
Strategy: Wesley Dean & Eva Doran
Design: Wesley Dean, Ammir Shakir, Haomin Wang