Client: University of Maryland
Art Director: Hailey Hwa Shin
Designers: Jason Keisling & Matt Laumann
Maryland Day is a significant community outreach event hosted by the University of Maryland, which attracts a staggering 85,000 visitors. As part of my role, I was privileged to contribute to the development and management of the event’s branding across multiple platforms. My responsibilities included designing promotional materials such as mailers, social media graphics, and advertisements, as well as merchandise like t-shirts and tote bags, and even event experience items such as signage and programs. I took great care to ensure that the visual identity of the event was consistent, compelling, and accurately conveyed the essence of the occasion. My goal was to create an unforgettable visual experience that would capture the unique and vibrant spirit of Maryland Day.
Brand Objectives
• Enhance brand awareness and strengthen relationships within the community.
• Retain sub-brands for each neighborhood—covering agriculture, arts & music, athletics, business, and science & technology—giving them a distinct identity while maintaining consistency with the Maryland Day brand.
Marketing Objectives
• Create marketing materials for social media, radio, and television.
• Design print marketing materials, including mailers, posters, and TERP magazine ads.
• Produce merchandise such as t-shirts, tote bags, pins, and stickers.
Experience Objectives
• Design event signage and maps to guide attendees throughout the event area.
• Develop creative incentives that encourage attendees to explore each themed neighborhood, such as art, science, and athletics, making the event more interactive and memorable.
In my first year as Senior Graphic Designer at UMD, I updated a decade-old design to incorporate updated content. By my second year, I led the creation of a bold new look to commemorate the event’s 20th anniversary. In my third year, I spearheaded the development of a fresh design system that remains in use today, ensuring lasting impact and visual consistency.
What works
• The design successfully conveys the fun and community-focused spirit of the event.
• Using a distinct color for each neighborhood is an effective strategy, giving each area its own identity while still maintaining cohesion with the larger Maryland Day brand.
What can be improved
• The map and poster are currently back-to-back, making it difficult for attendees to use the map if they choose to display the poster, especially in spaces like dorm rooms.
• The program was expensive to print and required significant editorial and design resources to produce, creating inefficiencies in both time and cost.
Proposed solutions for 20th anniversary and redesign
• Create the map as a standalone piece, with detailed neighborhood information on the back, encouraging visitors to explore each neighborhood in more depth.
• Move the program to a web-based format, which would reduce printing costs, minimize environmental impact, and lessen the number of items attendees need to carry.
• Create a set of pins that include each neighborhood that people can earn by visiting each neighborhood.
Redesign Inspiration
Mood Board 1
Semi-realistic illustration
*Selected direction for 2018 design
Mood Board 2
Isometric illustration
Mood Board 1
Modular illustration
Maryland Day 2018 (20th Anniversary)
Maryland Day 2019-
Impact
86,000
people in attendance in 2019
7,600
volunteers
300+
booths
120+
campus partners represented