Every great project begins with an idea! In 2023, I launched Follett's first-ever HBCU Design Contest. The inaugural winners were proudly announced, and their designs became the centerpiece of our Black History Month marketing, showcased on t-shirts sold in Follett HBCU stores.

This initiative, spanning 12 months, involved close collaboration with teams across Legal, Finance, eCommerce, and Email Marketing. The winning designs were selected by a panel that included myself, the graphic design team, the HBCU GVP, and Regional Managers.

Marketing assets created for the campaign included targeted email campaigns, in-store signage, web banners, flyers, and social media posts.

The outcome? A highly successful campaign that generated $20,000 in t-shirt sales across 30 stores while celebrating creativity and HBCU pride.