The Mid-Atlantic Auburn Alumni Association covers Washington D.C., Virginia, and Maryland, one of the largest geographic footprints of any Auburn alumni chapter in the country. When the engagement began in 2017, the chapter's communications consisted of an occasional email and a homemade logo.

Built From Scratch

The first order of business was a visual brand system. From there, a seasonal design language was developed for football, refreshed each year so the work never felt like a repeat. Basketball seasons and special events followed, each with their own creative treatment. Every element, from game day graphics to the email newsletter to event photography, was designed, produced, and distributed without a separate creative team.

From Start to Finish

On game days, live coverage went out through the chapter's social accounts in real time, touchdowns, turnovers, big plays, keeping alumni engaged whether they were at the watch party or across the country. Hundreds of event photos were shot, edited, and distributed as downloadable collections that alumni actually asked for by name.

Results

The chapter eventually formalized the role with a Head of Communications title and full creative autonomy. In 2018, the chapter won the Most Outstanding Communication award at the national Auburn Club Awards, competing against alumni associations across the entire country.