BCKR Campaign
For my capstone Advertising class before graduating, my class was assigned the company BCKR, a premium collegiate licensed outerwear company. The challenge was to position BCKR as a premium option in a space dominated by generic gear, while tapping into alumni pride and loyalty. As art director, I helped bring the brand to life through bold visuals, thoughtful storytelling, and a strategy rooted in heritage and performance.
I’ve included the slides I completed below, along with the entire deck at the bottom.
Slides designed in Canva
Mockups designed with ChatGPT, Illustrator, InDesign and Photoshop
My role: Art Director
My team:
Lucas Wear (Designer and Copywriter) - lucaswear2021@gmail.com
Joseph Sotelo (Account Planner) - josephsotelo101lol@gmail.com
Christian Davis (Creative Director) - christiandavis203@gmail.com
Mia Romero (Account Manager and Producer) - miaromero13.mr@gmail.com
I designed the cover, table of contents, and team introduction page to set the tone for the campaign and create a cohesive, elevated first impression. These pieces were key in establishing BCKR’s visual identity from the start, combining bold typography, archival imagery, and clean layout to reflect the brand’s balance of heritage and modernity. Each page was crafted to feel intentional and guide the viewer seamlessly into the rest of the work.
This slide helped frame the core challenge of the campaign: changing the perception that licensed gear is basic or low quality. As art director, I focused on presenting BCKR as a premium brand with elevated visuals and clean design that would match the higher price point. The goal is to position BCKR as a legitimate brand in both the performance and collegiate spaces, starting by redefining what buyers expect from school-branded apparel.
This slide includes the core insight my group came up with: most alumni gear feels like an afterthought, but alumni are the heart of a school’s legacy. I wanted to reposition alumni not just as fans, but as the school’s heritage. The goal was to build a brand that feels meaningful and lasting, where school pride meets premium, functional gear.
Here, I defined the audience we were advertising to: alumni ages 30–55 who care about quality and showing up for their team, no matter the weather. They’re loyal, proud, and expect gear that’s as committed as they are. I focused on connecting their lifestyle with apparel that fits their standards.
I looked at competitors like Nike, Fanatics, and Patagonia to see where the gaps were. Nike and Fanatics offer school-branded gear, but it’s not built to perform. Patagonia nails the quality but misses the school connection. BCKR was created to merge both worlds with premium outdoor gear and authentic team pride.
This section of the campaign focuses on positioning BCKR as a brand that meets both the emotional and practical needs of loyal fans. The concept highlights how school pride can be expressed through well-designed, high-quality apparel that fits seamlessly into everyday life. I aimed to create messaging that felt authentic and elevated, reflecting the lifestyle of fans who consistently show up, no matter the conditions.
The Campaign
As the art director for this campaign, I developed the visual identity and messaging around the central line, “Wear Your Legacy.” The goal was to create a strong emotional anchor that honored alumni pride while positioning BCKR gear as a forward-looking statement. I focused on blending bold typography similar to the font BCKR uses with grounded, natural imagery to reflect the connection between heritage and progress.
Strategy
Website mockup designed with Photoshop, InDesign and Illustrator
As art director, I designed the “Support Your Alma Mater” page to visually reinforce BCKR’s brand mission of giving back. The goal is to build trust and loyalty by clearly showing how 10% of each purchase supports student-athletes and university programs. This addition also opens the door for future school partnerships and deeper alumni engagement through thoughtful UX and clean, purposeful design.
Mockups designed with ChatGPT, Photoshop, and Illustrator
For this part of the campaign, I focused on how BCKR could show up in the real world in ways that felt authentic to the brand. I designed branded pop-up tents and signage for tailgates and golf events, two key environments where alumni pride is strong and where the target audience is likely to be found. These activations are meant to boost visibility, encourage brand discovery, and spark meaningful connections with our target audience.
This slide was about translating the broader media strategy into a simple, visual layout. My role was to organize the information in a way that felt intuitive and brand-consistent, using iconography and structure to make the distinctions between paid, owned, and earned media clear at a glance. The design keeps things clean and direct while reinforcing how the brand shows up across different platforms and environments.
I developed this timeline to give a clear visual of how the media plan would roll out over several months. Social ads run consistently, while pop-ups and tailgates are timed around key alumni and sports events to maximize relevance. Visually, I kept the layout clean and easy to scan, using BCKR’s bucket hats as icons to add personality and keep the current products relevant to the campaign.
The whole deck:
