The Cal Poly Pomona Grad Fair campaign was developed to promote the university’s annual two-day graduation event to graduating students and their families. This is a high attendance event that requires careful planning and coordination with the campus organization responsible for the planning of this event. The campaign aimed to increase attendance and sales; particularly of the Grad Pack, while clearly communicating event and product information across a wide range of applications.

The campaign introduced a celebratory visual identity built around dramatic serif typography, CPP’s school colors, overlapping color blocks, border stripes, stars, and confetti motifs. Drawing from traditional graduation aesthetics while incorporating contemporary typography trends. A variable typeface provided consistency while allowing flexibility through changes in scale, spacing, compression, and line weight. These elements established a cohesive visual identity that could be translated across formats while adapting to each application’s specific needs. The resulting campaign balanced formal communication with a sense of celebration, positioning graduation as an important achievement worth recognizing.