Clark Atlanta University
Overview
The project features a collection of print materials created for the Clark Atlanta University Football Department, including football schedule posters and business cards developed within the university’s established athletic identity. Working within the university’s established visual identity, the designs were developed to feel bold, organized, and appropriate for a collegiate athletics program. Existing brand elements, including the logo and color palette, were paired with thoughtful typography and layouts to support clear communication and reflect the energy of the football program.
A luxury brand identity concept exploring craftmanship, minimalism, and timeless design.
The Challenge
The department needed print materials that would communicate information clearly while remaining consistent with Clark Atlanta University’s athletic identity.
The visual system needed to be:
- Reflect the energy of collegiate football
- Work within the university’s established brand standards
- Present information clearly and legibly
- Maintain consistency across multiple printed pieces
- Be prepared for commercial print production
The focus was on creating materials that were visually engaging while remaining practical and easy to read.
Research & Discovery
Research included reviewing collegiate athletics marketing, sports posters, and university print materials to better understand common approaches to typography, imagery, and information hierarchy.
Several key insights guided the creative direction:
- Bold typography helps establish a strong visual presence.
- Action photography brings movement and personality to promotional materials.
- Clear hierarchy makes information easier to scan.
- Consistent layouts and branding create a more cohesive presentation.
These observations informed a design approach that balanced visual impact with readability.
Brand & Strategy
The design approach focused on supporting Clark Atlanta University’s existing athletic identity while creating print materials that were engaging, easy to navigate, and visually cohesive. With the university’s logo and color palette already established, the focus shifted to typography, composition, and layout to create materials that felt modern while remaining aligned with the department’s visual identity.
Visual Approach
Bold typography, dynamic player imagery, and strong visual contrast were used to help the poster attract attention and reflect the energy of the football program without overwhelming the content.
Hierarchy
A clear typographic hierarchy helped organize information so viewers could quickly identify the most important details. Careful use of scale, spacing, and alignment created a layout that remained readable while supporting the overall visual flow.
Brand Alignment
The university provided the logo and color palette, while allowing flexibility in the choice of typography. Typefaces were selected to complement the existing athletic brand and maintain consistency across both the promotional poster and business card, resulting in a unified visual presentation.
Design Process
Football Schedule Poster Design
The football schedule posters were developed to communicate season information in a clear, visually engaging format while working within Clark Atlanta University’s established athletic identity. Multiple layout approaches were explored to balance typography, photography, and information hierarchy before arriving at designs that emphasized readability, energy, and visual consistency.
Business Card Design
The business cards were designed to extend the same visual language into a professional format. Careful attention was given to typography, spacing, and alignment to create a clean, organized design that complemented the promotional materials while remaining practical for everyday use.
Visual Identity System
To create a cohesive collection of print materials, consistent design principles were applied across both the posters and business cards, including:
- Bold typography that reflects the energy of collegiate athletics
- Consistent use of the university’s established colors and logo
- Clear visual hierarchy for improved readability
- Balanced layouts that maintain consistency across different print formats
The resulting materials work together as a unified visual system while supporting the football department’s existing brand identity.
Applications
Football Schedule Poster
The poster combines typography, photography, and existing brand elements to create an engaging promotional piece designed for season awareness and game information.
Second Poster
A second poster variation exploring the same visual direction while maintaining consistency with the football program’s established athletic identity.
Business Card Design
The business card extends the same visual language into a professional format, creating consistency across the football department’s printed materials.
Second Business Card
Additional card variations demonstrate how the visual system adapts across different professional applications while maintaining brand consistency.
Outcome
Together, the poster and business card create a unified set of print materials that support Clark Atlanta University’s athletic identity while serving different communication needs. The project demonstrates an ability to work within established brand guidelines while using typography, layout, and composition to create effective visual solutions.
Reflection
This project provided an opportunity to work within an established brand while exploring typography, composition, and layout. Rather than creating a new identity, the focus was on applying existing brand elements in a way that felt clear, engaging, and appropriate for the football department. If expanded further, the same visual approach could be carried across recruiting materials, game-day programs, social media graphics, and digital signage.