Carnegie Mellon University

Orientation 2018

Each year, the university welcomes first-year students and families for Orientation. For 2018, UCM challenged themselves to raise the bar for a new generation of tartan pride. 

UCM's Creative teams worked closely with University Events to upgrade the overall look and feel of the Orientation tent — the location for multiple Orientation week activities, including the president's welcome address and convocation. To accommodate the more than 2,000 attendees, a bigger and cooler tent was acquired with large screens that projected photography, video and mixed content.

To create momentum for this year's theme — Dare to Discover — Creative teams' efforts went into designing a logo that complemented the energy and whimsy of this year's first-year students. The logo was used on assets that ranged from playing cards and t-shirts to orientation programming materials. The new video footage used at the president's welcome was dynamic and interactive, featuring first-year students at key events like Playfair, move-in day and the student experience in years past. 

These enhancements to the orientation experience were well-received by students and parents alike and inspired further discussion of continuous improvement for next year's event. 

Learn more about the areas of expertise we used with this project:

Photography Video