The Last Hurrah
Expanding MidWay's college student reach, we produced a socially-distanced send-off to summer for IU College Students during the onset of COVID-19.
Client
MidWay Music Speaks
Role
Founder, Director of Creative Strategy + Innovation
Concept Development
Brand Building & Strategy
Visual Design
Experiential Marketing
The Last Hurrah and associated events were created by students, for students. As part of MidWay's college expansion campaign, our goal was to increase long-term brand presence and loyalty among Indiana University students. I led a team of IU interns through ideation, event planning, change management, and brand building.
While originally we planned for a drive-in style event, we pivoted to a socially-distanced gathering due to complications with weather.
"...[Alexi] was incredibly encouraging, was always receptive to my input, and adeptly guided me through taking on projects while still allowing for me to learn independent, creative problem solving. I acquired skills in design, marketing, events management, and leadership at an exciting pace. I will always be thankful my first manager was so knowledgeable and supportive!"
Sarah Cassidy
Former Creative Coordinator (and Last Hurrah onsite lead)
