You Belong At The Rec
As the head of design at the Montclair State University’s Department of Athletics & Recreation, I led the execution for You Belong At The Rec, a campaign that was designed to introduce prospective & current student, and faculty and staff to the university’s Student Recreation Center—a facility that houses aquatic activities with an Olympic sized pool, Intramural & Club sports, and a place where students can workout comfortably and safely.
→ BRAND IDENTITY & CAMPAIGN STRATEGY
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
01 Synthesis
Problem:
Despite the large facility on Montclair State University’s campus, data has shown that students were not aware they have 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 spot on campus for all students where there’s an activity and space for everyone. This was done through merchandise, tabling & giveaways, and social media
02 Design Development
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 that imperfection yet whimsical look.,
The diverse range of colors is reflective of each individual area that the Rec Center applies, implying 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
03 Applications
Within this campaign, developing application is the most critical as it serves as a walking advertisement to the students at Montclair State University. From tabling events to students using You Belong merchandise as part of their daily routines, this was essential to driving student to the Campus Recreation center.
