Defend The Den
Defend The Den is a student-led campaign that gets students interested in making their campus a safer place.
Role
Vice President of Design
Organizaton
The Agency at Quinnipiac
Client
Quinnipiac University Office of Student Conduct and Community Standards
Team
Chloe Pagnozzi, Deveney Paine, Julia Targove (Team), Isabella Baird, Brianna McEldowney (Account Executives), Caroline Torpey (Vice President of Photo/Video)
Dates
January 2023-July 2023
Results
Winner of two Mercury Awards from the PRSA Greater Connecticut Chapter for Excellence in Collateral
Quinnipiac University’s Office of Student Conduct and Community Standards wanted to train the student community on steps they can take when encountering dangerous social situations. But the information was not being effectively communicated. Students at Quinnipiac University needed to be made more aware about the bystander effect so they could be more confident when intervening in difficult conflicts. The office partnered with The Agency at Quinnipiac to create a student-run campaign aimed at empowering students to make the campus community safer for all, complete with a logo and visual identity to make the movement recognizable.
Research and Ideation
Since the campaign was a part of the university, the campaign’s visual brand was required to be in-line with Quinnipiac’s own brand identity, including typefaces and colors as the school. For the campaign, this meant an opportunity to use the established identity in a different and distinct way. The account executives researched other student-led campaigns at colleges, the most notable being “F*ck It Won’t Cut It” at Boston University. Taking inspiration from the research, I determined that the best direction was for the campaign to be bold and unconventional, compared to the professional look and feel expected from a university.
Logo and Visual Identity
Inspired by the bobcat mascot, the account executives decided on the name “Defend The Den” after surveying students on other options. I and the graphic design team decided to use a pawprint in the logo, representing the mark made by a bobcat and the impact students can leave in making their community safe. The first version of the logo matched our direction, but did not convey boldness or unconventionality. A minor change in adding nails to the paw more effectively aligned with our message, and made the logo striking and noticeable.
Initial Logo Comp
Final Logo Design
Although we were using the university’s established colors of navy, gold, and light blue, I recommended that the campaign use the navy color sparingly because it was the most heavily-used color by the university. While this connection was not a bad thing, we sought to convey “Defend The Den” as a distinct movement. Using the secondary colors of gold and light blue more would accomplish this goal of differentiating the campaign.
The university then required a means for the Quinnipiac name to be tied to the logo in all cases. The final solution to add a banner beneath the type and paw was initially conceived by the university marketing office, and was finalized by The Agency team.
Photoshoot Backdrop
The account executives decided to incorporate pictures of athletes and prominent student leaders into the marketing materials, as a way to encourage students to follow in the footsteps and recommendation of their peers. A backdrop would be needed for the photoshoot. After conducting research into “media day” photoshoot at other colleges, I was heavily inspired by the backdrop used by UConn Women’ Basketball in their shots. I was also reminded of street posters placed around NYC and using a “checkerboard.” The result incorporates a pattern made with the paw print, as well as positive taglines associated with forming a safer campus community.
T-Shirts and Stickers
In preparation for the launch of the campaign during the summer of 2023, t-shirts were designed as a giveaway for students. Taking inspiration from greek life shirts, I created a series of seals to go along with the campaign; one of which was used for a t-shirt design. These seals, along with the campaign logo, were also created into stickers that were given to students as freebies. The other design made use of the campaign’s mission statement, with the typography emphasizing the most important points of the message.
Campaign seals, with color options. Used on t-shirts and stickers.
Stickers and door hangers
Results
The campaign has continued to gain traction amongst students through social media and campaign-related events. The university has implemented the branding on door hangers that were placed on every residence hall door, as well as a large visible banner situated on the main road of campus. Students have signed up to be ambassadors for the brand, as well as representatives that train and equip other peers about bystander intervention. The campaign has also gained traction locally, having won two awards by the PRSA Greater Connecticut chapter for collateral. Defend The Den continues to work to make the university a safer and more inclusive place for all bobcats.
