Harvard University Football, whose NCAA-division team is one of the oldest in the world, sought a campaign to unite and invigorate the football community in and around Team Crimson. The University Football Program boasts a legacy of 13 national championships and 20 College Football Hall of Fame inductees, including the first African-American college football player: William H. Lewis.

Building on its esteemed history, and working with the head coaches and team administrators, Morgan Moscinski developed a visual campaign centering on the distinctive relationship between type and image, using Impact by Geoffrey Lee, and High Avenir Next by Adrian Frutiger and Akira Kobayashi. A suite of print collateral and digital communication materials were imbued with the look and feel of the campaign.

The creative direction is used across print, web, experiential, and social platforms, uniting Harvard students, prospective athletes, alumni, faculty and global fans to ‘Paint the Town Crimson.’ The bold and forward-facing direction presents Harvard Football as ready to kick-off its next winning season.