Fossil Group

Each semester at Fossil, they task their interns to use 20% of their time to find a gap in the company and create something to fill that gap. Whether it’s a new product, material innovation, marketing strategy, or something completely different, interns were allowed to create whatever they wanted to then present at the end of the semester to the CEO and other creative and marketing directors. While bouncing from meeting to meeting, I kept hearing the same comments over and over again; “How do we reach a younger audience?”. After hearing this, I dove into research to see how other brands were expanding their audiences to a younger generation. This led me to make the decision to create Fossil Campus Reps. This program allows the brand to feel more personal and give consumers the chance to have experiences with the brand as a whole instead of with just the products.

Wordmark

Mood Board

I expanded the current Fossil identity to create a “Vintage Varsity” look/tone/feel.

Color Palette and Branded Icons

I pulled several icons from the Fossil Sport creative as well as created several additional icons to create this group. The Football Fred’s and the University Flag will be used primarily on school-specific creative while the other graphics will be used for various marketing and give-away purposes.

Landing Page

School Specific Landing Page: University of Cincinnati

School Specific Landing Page: Auburn University

School Specific Landing Page: Baylor University

Social Media

Event Marketing

Part of being a Fossil Campus Rep is hosting events throughout the school year to bring the brand to students on campus. This example shows hot cards that would be passed out around campus promoting a sponsored event with The Yoga Barre as well as the discount card everyone who attended the event would receive.

Freebies

Face it, college kids love free stuff. This is a perfect opportunity to give away some fun (and branded!) goodies for students to rep around campus.

Pop-Up Event Examples

Crafting, yoga, screen printing, free pancakes…the possibilities are endless! We love seeing what creative event idea our Fossil Campus Reps can come up with!

Fossil Airstream: A Traveling Brand Experience

Why not bring the store to the consumer? Offer student discounts, fun events, and more when the Fossil Airstream is in town!

Pop-Up Event Research