You Belong At The Rec
→ BRAND IDENTITY & CAMPAIGN STRATEGY
As the head of design for Montclair State University’s Department of Athletics & Recreation, I led the execution for You Belong At The Rec. The campaign introduced prospective & current students, and faculty and staff to the university’s Student Recreation Center—a facility that houses aquatic activities with an Olympic-size pool, Intramural & Club sports, fitness and Group X classes, and spaces where students can work out comfortably and safely.
CLIENT:
Montclair State University Campus Recreation
TEAM:
Tzu-Lin Toner, Marketing Director
Melissa Jamie Orlando, Graduate Coordinator
Janiecka Sugawara, Social Media Director
Maral Tutunjian, Photography Director
YEAR:
2025–2026
Problem:
Despite the large facility on Montclair State University’s campus, research has showed that many students were not aware that they had a membership to the Student Recreation Center, as well as the activities and programs it offers.
Purpose:
You Belong At The Rec promotes the recreation center as a place on campus for wellness, connection and a sense of community for students & faculty. Activations include merchandise, tabling & giveaways, and social media.
With data in mind, I knew that the identity needed an upbeat and whimsical look and feel. I accomplished this by exploring custom typography and imagery. I hand cut each letterform using an X-acto knife to give it a fun and exciting look.
The diverse range of colors represents the Rec Center’s diverse program areas, reinforcing that the Rec Center belongs to everyone, not just those who work out.
Cyan: Fitness & Group X
Blue: Aquatics & Free Swim Lessons
Green: Outdoor Adventure
Orange: Intramural Sports
Purple: RecNights (DIY Events) & Special Events
Within this campaign, developing applications was critical as it acts as a walking advertisements across campus. From tabling events, to students using You Belong merchandise as part of their daily routines, the activations helped build awareness to the Campus Recreation center.
