THE INDIANA SHOP
Graphic / Senior Designer
SOLE DESIGNER - CREATIVE STRATEGY - TANGIBLE DESIGN - DESIGN ACROSS BRANDS
The Indiana Shop, or better fitting title T.I.S. Inc. (as they owned 14 retail locations and numerous ecommerce sites across multiple states and campuses), specialized in collegiate apparel and textbooks. Starting as a graphic designer and ending up as the sole designer in the marketing department presented itself with a heavy workload and challenge of creating a cohesive parent brand while maintaining University standards.
Directive:
Create a brand that appeals to the ever revolving collegiate students and established alumni. Our customers are large percentage sports fans and also loyal to their campus towns.
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Maintain brand across college locations and stay on trend. Be fun!
Indiana University
Bloomington, Indiana
Orientation - Our 4 year student journey begins with us greeting incoming freshmen at orientation. We meet with students and parents entering campus and get them to our stores with handouts and free IU gear.
Building Our Look
Over time I was able to steer our brand in a cleaner, more modern direction than TIS had been in years past. Our online presence, ads, photography and even apparel "ghost" modeling really reached a standard we were happy with.
Photoshoot Direction
Selecting student models, location, sets and direction for shoots to model our apparel and use for marketing. We had an in-house photographer and would also supplement with stock photography.
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Video shot and edited for jumbotron at all IU Basketball home games. 2019.
Indiana Athletics
A huge bonus of being an established business on campus in Bloomington was being able to integrate athletics into our communication. Having that relationship with the university really helped draw in students and fans as customers.
In-Store Signage
We had a challenge of signage as we had to combine IU apparel and gifts with textbooks and regular college student items. I directed us towards all IU related signage would be university red and other signage we would use TIS blue. They complemented each other well and I eventually used this color combination in all areas to distinguish yet unite the TIS brand with IU.
It was a challenge, but I finally persuaded the company to implement video boards.
With these we could:
1. Design and upload content remotely.
2. Quickly and easily change messaging.
3. Display video and motion.
4. Save on printing cost.
My office was often full of signage after quality check, ready to be displayed in-store or at an event.
All textbook signage would be branded with blue in contrast to our red IU apparel signage.
Event signage was colorful and interactive. We also designed a prize wheel. The sound of the clicks and winners cheering drew a line of students to our booths.
Winter in Bloomington
Building our own props for winter catalog designs, photoshoots, retail signage and ads.
Hoosier Snowman
We built our snowman with paper mache and cotton for a catalog cover shoot and holiday signs. After we finished we had the idea of repurposing him for an interactive display in our Bloomington bookstore.
Behind the Scenes
Retargeting Ads
Hoosier Social
Just a few examples of what our social grid looked like.
Bus Wrap
Designed a bus wrap for a city bus. The brief was to stray from brand colors into bright colors with eye-catching content.
Graduation Designs
TIS tried to be a part of a student's entire collegiate journey. From orientation, to school event booths, football game day destination, textbooks for each semester class, and finally graduation. We tried to leave a lasting impression for them to visit again as alumni.
Other Campuses
We had stores on campuses throughout the Midwest. Here is a collection of a few designs from some of the campuses.
Ball State
University of Illinois
West Virginia University
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