Advertisement & Branding
As Social Media Manager for Icon Winter Guard’s 2025 production, “Believe in Change,” I developed a cohesive visual identity across all promotional materials and digital platforms.
Drawing inspiration from the show’s visual design of lines to represent barriers and color palette that was provided, I created a unified branding motif that carried through the show reveal, uniform announcement, Instagram reels, posters, and digital flyers.
Show Reveal
Icon’s 2025 production is inspired by the song “The Way It Is” by Bruce Hornsby & The Range, with the central theme of confronting both real and perceived barriers. The show’s tagline reads: “Join Icon in 2025 as they reflect on barriers, both real and imagined, that have been placed between us.”
To visually represent this concept, I selected typography featuring intentional gaps, allowing lines to pass through the negative space to symbolizing disruption and division. I then incorporated textures from the performers costumes into the text itself, creating a cohesive and meaningful connection between the design and the show’s narrative.
Printed Poster
I created a poster for print for Icon's booth that advertises signing up for Icon's Summer Camps and Auditions
T-Shirt Graphics
I wanted to recreate the show graphics to be screen printed onto dark colored t-shirts. It was a nice challenge to be able prepare the graphic to be used specifically for screen printing. I was limited to one color so to replicate the gradient effect seen on the lines I used halftones instead.
Uniform Reveal
I was provided the images through a team photographer, and I created the dark colored background along with the individual lines that went through each performer.
Short Reels
For all of the Reels that I created for Icon's Production, I went out and shot the footage myself. For the first video the show trailer, I rotoscoped footage and placed a sketch like effect on top to create a more artistic video.
Digital Advertisements
I made a series of digital advertisements for Icon's show schedule and show times. I was inspired by Bauhaus posters and how artists would put type at an angle making it more dynamic. Following along the line motif, I angled text to follow along the lines to feel more interactive.
March Fourth Post
March fourth is an annual color guard holiday that celebrates the marching arts that encourages others to "March Fourth" in the activity.
Member Introductions
I created over 31 member introductions that I made both a picture and text post for, it was by far the biggest project in this series. In order to differentiate each members, I color coded the posts based off seniority and how long they have been within the program.