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UMaine Homecoming
Logo & Visual Branding, Website Design
When the University of Maine Alumni Association needed to brand its most important annual event for a year no one planned for.
What started as a response to a global pandemic became the foundation for a visual identity that other university departments and the athletic program still use today.
01 / The Challenge
Homecoming at UMaine had no consistent visual identity. Each year started from scratch, leaving the university’s signature event without the recognizable presence it deserved.
The goal was to a logo and brand system strong enough to carry the event year over year and flexible enough to work from digital screens to printed signage.
“…offered a fresh perspective and valuable technical skills. [Ethan] also introduced innovative approaches to engaging our organization’s membership. “
— John Diamond, UMaine Alumni Association
02 / The Process
Aligning to University Branding
We worked closely with the university’s Marketing team to ensure every design decision was grounded in brand guidelines and aligned with institutional standards.
We anticipated (or hoped for) a return to in-person events, so we planned for at least two Homecoming cycles.
03 / The Result
A branded mark that will last for years
For 2020’s theme “A Year Like No Other,” FULL OF IT developed a full virtual brand system: a logo, a WordPress website, and a suite of downloadable assets built for a community gathering from home — including Zoom backgrounds, social graphics, printable banners, and cake toppers.
The deliverables met alumni where they were and gave a difficult year a sense of celebration and shared identity.
Moving to in-person allowed the brand to expand
For 2021’s “Coming Home” — a masked, cautious return to campus — FULL OF IT translated the identity into in-person materials: signage, event schedules, and large-scale banners that welcomed the community back with warmth and cohesion.
04 / The Impact
The Homecoming identity took hold well beyond the event itself. Other university departments adopted the assets for their own marketing, and the athletic department later used the system to produce branded merchandise.
The work demonstrated that a well-built event identity can become part of how an institution presents itself.
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