Morehouse Track & Field

Morehouse Track & Field — Social Media Campaign

Morehouse Track & Field needed a cohesive social media campaign that would strengthen the program's online presence while showcasing the dedication, excellence, and tradition of its student-athletes. The goal was to create engaging content that promoted meets, celebrated achievements, and connected with recruits, students, alumni, and supporters through a consistent visual identity.

Role and Scope

• Social Media Design
• Graphic Design
• Brand Direction
• Content Strategy
• Campaign Development

Objectives

• Increase engagement across social media platforms
• Strengthen the visual identity of the track & field program
• Highlight athlete accomplishments and upcoming competitions
• Create content that resonates with recruits, students, and alumni
• Maintain consistency across all campaign materials

Audience

Current student-athletes, prospective recruits, students, alumni, and fans of Morehouse College athletics. The audience values authentic storytelling, school pride, athletic excellence, and content that is visually engaging and easy to consume.

Approach

The campaign was built around a consistent visual system that balanced bold typography, dynamic photography, and school branding. Content was designed to communicate information quickly while celebrating the achievements of the team. Each post followed a recognizable layout to improve brand recognition while remaining flexible enough for meet announcements, athlete spotlights, and results.

Design Highlights

Meet Promotions: Bold graphics announcing upcoming competitions with essential event details and strong visual hierarchy.

Athlete Spotlights: Individual features highlighting athletes, personal achievements, and standout performances.

Results & Recaps: Clean, easy-to-read graphics summarizing meet results and celebrating team success.

Recruitment Content: Branded visuals showcasing the Morehouse experience, team culture, and opportunities for prospective student-athletes.

Visual Language

Typography: Bold sans-serif typefaces paired with clean supporting text to maximize readability across mobile devices.

Color: Morehouse maroon, white, and black establish a recognizable identity while maintaining strong contrast and visual impact.

Imagery: High-quality action photography combined with layered graphics and subtle textures to emphasize movement, energy, and competition.

Social Media Strategy

Content was designed primarily for Instagram, with layouts optimized for posts, stories, and promotional graphics. A consistent posting schedule featuring meet announcements, athlete features, competition results, and motivational content helped keep the audience engaged throughout the season while reinforcing the Morehouse Track & Field brand.

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Outcome

The final campaign established a unified visual identity that elevated the team's social media presence and provided a flexible design system for future content. By combining consistent branding with engaging visuals and strategic messaging, the campaign strengthened community engagement while showcasing the excellence of Morehouse Track & Field.

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