Each year, SDSU’s Mortar Board chapter releases a limited-edition academic planner as a keepsake and practical tool for students. For its 33rd annual edition, I was tasked by Aztec Shops to conceptualize and design a cover that would appeal to the student body while aligning with SDSU’s brand identity. The primary goal was to create a visually compelling design that reflected school spirit, campus landmarks, and inclusivity across SDSU’s multiple locations. The final design would be selected based on internal feedback and projected sales performance.
My approach focused on creating an illustrated snapshot of the SDSU experience. I developed a custom layout featuring hand-rendered landmarks like Hepner Hall, the turtle pond, Snapdragon Stadium, and a tower from SDSU’s Imperial Valley campus, to name a few—each selected to represent the university's broader community. These elements were unified through a structured layout and a color palette that drew directly from SDSU’s official brand colors to maintain consistency and recognition.
After internal presentation and feedback, my design was selected as the final cover and became the centerpiece of a broader campaign. I extended the look and feel into supporting marketing materials, including posters and digital ads. The planner sold out entirely—the first time in the event’s history—marking a strong engagement with the student body and validating the design’s impact both visually and commercially.
Age: 47
Occupation: Mom of Incoming College Freshman
Location: Suburban area
Bio: Lisa is a caring and detail-oriented mom whose daughter is starting at SDSU this fall. She’s emotionally invested in helping her daughter succeed and wants to send her off with practical tools. She values meaningful, thoughtful purchases—especially if they help her daughter stay on track and reduce stress during the transition.
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Age: 18
Occupation: Incoming College Student
Location: Campus Housing / Dorms
Bio: Jordan is a first-year student majoring in graphic design. They're excited but slightly overwhelmed by the upcoming school year. They love analog tools like notebooks and sketchbooks and prefer writing things down rather than using digital calendars. A planner helps them feel in control and inspired.
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Age: 20
Occupation: Resident Advisor / Club Leader
Location: College Campus Area
Bio: Max is a sophomore and an RA who helps mentor incoming students. She's big on time management and loves planners herself. She often buys small gifts or recommends items to help new students succeed. Max is also involved in clubs and workshops where she promotes student wellness and productivity.
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