Red Bull was looking to increase engagement within it's college age demographic on a global scale. In addition to the Red Bull Wings crew, they were looking to create an interactive event that could generate serious social media buzz both for Red Bull, and its student participants. This is how Red Bull University Life was born.
Red Bull University Life is a Global University contest where students record and share their most awesome moments. Students can vote on other student's videos, helping the best videos rise to the top of the global scoreboard.
I was the lead designer on this project while working at The Program and was tasked with logo design, promotional material, and mobile web app design including wire framing.
The University Life logo needed to seamlessly fit into Red Bull's overall brand aesthetic, while also giving the user a clear sense of what the project is about. It is decidedly a promotional logo, but hopefully comes across relatively clean given it's busy nature. The logo was required to do a lot of heavy lifting.
For the promotional materials, I highlighted the University "U" as a key design element. The U is used to highlight exciting and relatable moments experienced by students worldwide. It's visual simplicity also helps to balance out the intricacy of the logo, and makes it feel more intentional.
This simple graphic allows the campaign to be tweaked for each specific region of the world, keeping it it relatable as opposed to a single idea falling flat for a specific audience.
While in college, I would have thought this was pretty cool. It definitely would have stood out amongst all the other information dense and overly busy posters plastered across campus bulletin boards.
Even though I like the simplicity of the U, I wanted it to have options if it wanted to expand. The U motif can be multiplied to create a seamless pattern with all sorts of potential applications. Backgrounds, animations, etc...
