From the Nominator

"ASU recognizes the cultures, histories, contributions, and achievements of Latino and Hispanic communities. University staff strive to create a more inclusive environment for all Sun Devils. Currently, 22.5% of undergraduate Sun Devils are Hispanic, highlighting the importance of this campaign.   

In honor of Hispanic Heritage Month, three alumni designers collaborated with ASU communicators, Sun Devil Athletics, Sun Devil Campus Stores, Trademark and Licensing, the ASU Alumni Association, and its Los Diablos alumni chapter. What could have been a simple sticker on a helmet became a collaborative research project for three Hispanic designers, a creative communication effort for dozens of staff, and a new way of celebrating Hispanic heritage for hundreds of thousands of ASU alumni and fans.   

The project also resulted in the new creative expressions inside the ASU brand, expanding and exploring how the brand itself can grow to deliver on our charter’s goal of inclusion. The new creative materials were inspired by Mayan and Indigenous patterns and glyphs. New types of illustration and new iconic graphics were made and can be built upon in the future.  

The teams’ efforts also resulted in a distinctive new helmet design for Sun Devil Football, graphics painted in the end zones on the football field, a new T-shirt design for the bookstore, new video graphics and animation for screens around campus, emails celebrating the designers, a social media toolkit, and posts with four new graphics made by alumni for additional uses in all media across the university."

From the Judges

This campaign impressed us with the tools it used to spread grassroots support. With the production of t-shirts and logos for football helmets, there were a wide variety of places for people to see and get involved themselves in this campaign.