In 2020 the University of Oregon was bidding to host the National Association of College and University Residence Halls’ annual leadership conference and needed a strong brand identity to unite prospective delegates.

The challenge was to create a distinctive visual identity and theme showcasing the Pacific Northwest region’s unique spirit and incorporate the events themes of exploration, discovery, and connecting with nature.

Insight came from the verdant and adventurous landscape of UO’s own backyard: the Cascade Mountains. The blue and green hues of the brand colors were foraged directly from photos of Oregon’s old-growth forests to recreate the very same atmosphere.

The conference needed a playful and inviting brand that could bring together a diverse group of delegates, and the solution came in the form of Oregon’s legendary and elusive groundskeeper: Bigfoot.

To create a weekend atmosphere that reflected the brand identity, the brand colors and logo were incorporated into every aspect of the conference - from advertisements and merch to social media and apparel.

Also known as the Conference Proposal, this document outlined the plans for every aspect of the conference. Having a document with a defined identity and friendly layout was important in communicating the team’s vision to NACURH executives and aspiring delegates.