Case Study:

To bring late-night energy to the intramural basketball championship, I created a pajama-themed visual identity for CBU Jam centered on comfort, competition, and campus spirit. The illustrated logo paired playful sleepwear-inspired elements with bold athletic styling, establishing a mark that felt both relaxed and game ready. This foundation extended into sports-driven key art built around photography, blending cozy nighttime cues with high-impact composition to translate the idea that competition doesn’t stop when the lights go out.

Once the art direction and visual identity were established, I expanded the concept into a full campaign spanning illustrated identity elements, typography design, photography, and photo retouching. The system carried across promotional and game-day touchpoints, creating a cohesive, scalable brand that balanced playful theme-driven visuals with championship-level energy. The result was a unified intramural finals experience that merged comfort with competition while maintaining a strong sports-forward presence.