Case Study · Campaign Identity

125th Anniversary: Keeping the Promise

Sigma Phi Epsilon turned 125. The anniversary needed an identity, a reason for every chapter to celebrate at the same time, and something every member could actually hold.

Role: Campaign lead, creative direction, production
Marks partner: Rhyme & Reason
Production: Campus Ink, Allegra, Indoff, Sticker Mule
Status: In market now

180+Chapters Shipped a Kit

2Anniversary Marks

4Vendors Managed

60K+Views on the Bid Card Reveal

The Brief

Make a national milestone feel local

A 125th anniversary is easy to announce and hard to feel. The national organization could post about it. The real test was whether a chapter house in Nebraska or California felt it on bid day.

So the campaign had to work at three sizes: a brand mark the whole organization could carry, a film that set the tone, and physical pieces every chapter received in the mail.

My Role

Created the campaign concept and marks in-house, then ran the logo process with Rhyme & Reason to finish the Anniversary Seal and Anniversary Signature.
Produced the announcement trailer that launched the campaign.
Built the rollout plan and the deliverables tracker that kept it on schedule.
Ran the chapter kit end to end: budget approval, four vendors, in-house kitting, and shipping to 180+ chapters.
Developed the chapter celebration materials and now lead the campaign's national marketing.

The Film