Spring Jam is a celebration that brings the U of M together for a weekend long music festival experience, complete with free carnival rides, live music, and fair foods. As Senior Graphic Designer at the University of Minnesota's marketing department, my capstone project was the creation and execution of a dynamic and multi-platform branding and marketing campaign for this exciting event. I worked closely with event planners, programming board, a web developement team, social media strategists, and production assistants, having regular meetings with the University's administration to get each phase of the project approved. Collateral included a logo and wordmark, teaser campaign, building banners, newspaper ads, posters, lawn signs, floor decals, a website for desktop and mobile, site map, wrist bands, apparel, credentials, menus, wayfinding, stage signage, social media content, and snapchat filters that lead to a sold out event that I was proud to attend.