University sustainable future
Challenge
Hospitality Services at McMaster University required a cohesive, campus-wide visual identity to encourage students to adopt more sustainable habits by bringing their own reusable mugs, thermal flasks, or coffee cups. The challenge was to shift everyday behaviour in a fast-paced campus environment where convenience often outweighs sustainability. The campaign needed to be bold, visible, and memorable enough to compete with busy architectural spaces and high foot traffic areas while clearly communicating the environmental message.
Approach
I developed a bold, action-driven identity centered around the message “Bring Your Own Mug,” using oversized typography and a green-forward palette to visually reinforce sustainability. Organic layered shapes added depth while maintaining clarity and legibility from a distance. The system was applied across large-format posters and café environments, ensuring the message was consistently visible at key decision-making moments within campus hospitality spaces.
Outcome
The final campaign established a recognizable sustainability initiative across campus hospitality locations. Its strong typography and cohesive visual system allowed the message to stand out in both daylight architectural settings and interior café environments. By embedding the identity directly within coffee service areas, the campaign connected the call to action with the moment of purchase, increasing visibility and behavioural awareness. The project successfully positioned sustainability as part of campus culture rather than a secondary initiative, reinforcing Hospitality Services’ environmental commitment.
