THE CHALLENGE
Creating postcards that resonate with diverse student voices
International Women's Day has entered a new era, challenging us to create postcards that could speak to Sheridan's 26,000 students from vastly different backgrounds. Through resonant stories and quotes, we needed to visually connect this diverse community, ensuring every student could see themselves reflected, whether grabbing a postcard in the student center or finding one on a bulletin board.
26,000
Students
THE PROCESS
From community insights to meaningful design
My process started with researching Sheridan's student demographics and analyzing the quotes provided by SSU. Rather than simply illustrating words, I explored the deeper meaning behind each quote, who would connect with it, why it mattered, and how it could bridge different experiences within our community. This analysis shaped both quote selection and visual direction.
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THE INSIGHT
One campaign, multiple expressions
The breakthrough came from recognizing that students needed choice, not everyone would connect with the same aesthetic. The designs needed to offer variety in styles to appeal to different tastes and personalities, while maintaining enough visual consistency to be instantly recognizable as part of the same IWD campaign.
This balance would let students choose postcards that spoke to them personally while building collective campaign recognition across campus.
This balance would let students choose postcards that spoke to them personally while building collective campaign recognition across campus.
THE SOLUTION
Honoring diverse perspectives through custom IWD postcards
Postage stamp framework creates collectible moments
Warm color palette brightens Canadian winters while celebrating the holidays
Canadian icons unite communities coast-to-coast
Pattern system scales seamlessly across all cup sizes
String lights add warmth and break the rigid stamp grid
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THE IMPACT
42% increase in engagement proves design drives connection
The 2023 IWD postcard campaign delivered measurable results:
- 42% increase in SSU blog views
- 32% boost in overall page views
- Enhanced awareness of both SSU and International Women's Day across campus
The campaign's success led to its renewal for 2024, proving that thoughtful design can transform how 26,000 students engage with important campus initiatives. By offering choice within unity, the postcards created personal connections that translated into collective action.
- 42% increase in SSU blog views
- 32% boost in overall page views
- Enhanced awareness of both SSU and International Women's Day across campus
The campaign's success led to its renewal for 2024, proving that thoughtful design can transform how 26,000 students engage with important campus initiatives. By offering choice within unity, the postcards created personal connections that translated into collective action.
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