Summer of Lane

Multichannnel enrollment campaign that borrowed Summer of Love visual language to reframe post-pandemic education as opportunity.

project type:

Campaign (TV, digital, OOH, print)

year:

2021

my role:

Graphics & Motion Design, Illustration

client:

Lane Community College

project credits:

Art Direction — Tyler Conwell, Jonah Duvall · Creative Direction — Terri O'Brien

Project Overview

Lane Community College needed to make enrollment feel energetic after the pandemic shutdown. The college wanted messaging that resonated across generations and positioned education as possibility, not just necessity.

We borrowed from the Summer of Love and Peter Max's visual language: colorful, organic, optimistic. But the strategy was deliberate. This wasn't nostalgia for its own sake. We were using a cultural touchstone that signals freedom and community to argue that education is a tool for growth. The brain imagery threading through every piece made that connection explicit. Bright, playful, undeniably about intellectual growth.

The approach required custom illustration matching Peter Max's specific visual style rather than licensed stock. That precision shaped everything else. Animation overlays had to feel lifted from the '60s and current at once.

The Work

The campaign ran across video, digital ads, email templates, social content, a campus billboard, t-shirts, course schedule and quarterly magazine, and supporting collateral.

I art-directed the visual system and created a significant amount of the illustration work to match the Peter Max aesthetic. Video and digital both cut between live footage and animation to blend the nostalgic visual language with contemporary production. The visual motifs — the brain, the plant growing, the radiating sun — repeated across touchpoints for recognition without feeling repetitive.

Every piece carried the same logic: enrollment is a moment of growth and possibility. The campaign shipped and became the template for Lane's subsequent enrollment pushes.