Brief
In late 2017, the first Rhodes Scholar to hail from Temple was named. Hazim Hardeman, who grew up in a North Philly neighborhood not far from Temple, would be the first student to earn this high honor in the university’s 130+ year-history; this was an occasion to be celebrated. Part of the celebratory campaign was a feature in Temple magazine—the university’s alumni publication—which I had the opportunity to design and art direct.
Vision
My first challenge was striking the right tone in imagery, art directing the portraiture that would inform the campaign. Hardeman’s essay and activism centered on social justice, so I referenced portraiture of historic leaders like Martin Luther King Jr. to understand how it reflected their platform. I was also influenced by the dramatic imagery of jazz albums—particularly Blue Note Records—evoking North Philly’s connection to icons like John Coltrane. The resulting portraiture was a departure from the norms of higher ed marketing; gone were the classic backdrops and trite campus settings in favor of something moody, stately, and elevated.
The magazine feature flowed from the same ethos with the photography driving the design. Marked by a simple color palette and bold typography, the studio shots are augmented by archival imagery. On the cover of the magazine, the subject emerges from a rich, inky black background—his expression drawing readers into the publication. The only color on the cover is a metallic red masthead, which I call “metallic cherry” in reference to Temple’s distinct cherry red.
Results
The direction and overall strategy were well-received and the story became a major pride point for the university. The magazine went out to over 220,000 alumni and received a great deal of praise from readers. The cover photo earned first place in the cover category from the University Photographers’ Association of America. The larger effort to tell the story of Temple’s first Rhodes Scholar was also recognized at the 2019 CASE Awards, attaining a platinum distinction.