REXFORD ACADEMY -
VISUAL IDENTITY AND CAMPAIGN
REXFORD ACADEMY -
VISUAL IDENTITY AND CAMPAIGN
VISUAL IDENTITY AND CAMPAIGN
REXFORD ACADEMY is a project I created a fictional school as a way to explore a brand refresh campaign for Gem Box Studio. It gave me the freedom to test ideas, play with visuals, and show how a modern identity can come to life across emails, events, and merch. The main goal is to propose to the schools to modernize their identity and expand their presence across digital and events. The brand core proposed for this project is: engaging, versatile, and aligned with the dynamic energy of the community.
This campaign was activated through:
-
Email marketing series
-
Instagram Reels & social content
-
Event mockups (step-and-repeat walls, banners, podiums)
- Merchandise concepts (t-shirts, totes, notebooks, stickers)
Research & Insights
I began by analyzing how American colleges approach brand visibility online and offline. Observations:
Insight: There was a clear opportunity to position the brand as more modern, vibrant, and interactive by focusing on motion, lifestyle visuals, and modular storytelling.
Concept Development
The brand refresh was guided by four creative pillars:
I began by analyzing how American colleges approach brand visibility online and offline. Observations:
-
Many schools lacked motion design in their communications.
-
Event branding often felt generic or static (e.g., repetitive logos on backdrops).
- Merchandising visuals were underdeveloped, typically shown as flat mockups.
Insight: There was a clear opportunity to position the brand as more modern, vibrant, and interactive by focusing on motion, lifestyle visuals, and modular storytelling.
Concept Development
The brand refresh was guided by four creative pillars:
-
Dynamic Typography – adaptable across formats, bold yet clear.
-
Motion & Storytelling – Instagram reels and animations as core elements.
-
Lifestyle Mockups – bring the brand into real-world contexts (events, sports, alumni).
- Modular Design – flexible structures for emails and social templates.
Final Video Campaign
By blending motion design, lifestyle visuals, and modular layouts, the project simulated the kind of impact that strong branding can deliver, as 3x more reach on Instagram Reels compared to static posts.
The success of the email marketing campaign helped showcase Gem Box Studio’s expertise, attracting new clients who recognized the value of design-driven strategies to boost engagement and strengthen the community.
