Achieve — Up & To The Right (Campus Kit)

Achieve — Up & To The Right (Campus Kit)

College internship fairs are noisy. Everyone’s competing for a few seconds of attention—and a few more seconds to make it count.

Up & To The Right is Achieve’s campus recruitment program campaign, built to feel instantly optimistic and forward-moving. To support it, I created Campus Kit: a modular design system for booths, collateral, and event moments that stays unmistakably Achieve while flexing into a more playful, student-first energy.

Because the visibility of these design elements is confined to college students—a very specific demographic—we were able to push the brand a bit farther: stretch the identity into a more fun, playful, and engaging realm for the audience, and lean into the secondary color palette more.

Certain core brand elements remained strict—especially the logo. The Achieve logo only appears in approved treatments: the original gradient lockup, Achieve blue, white, or black.

The Challenge

Internship fairs are high-traffic, low-time environments. Students are juggling classes, jobs, and a dozen conversations—so recruiting materials need to communicate value fast, feel welcoming, and stay consistent across schools, booth sizes, and team members.

We needed an event system that could:

  • Stand out from ten feet away

  • Explain the internship clearly in under a minute

  • Scale across multiple campus events

  • Feel more youthful and energetic, without breaking brand integrity

Objectives

Create a consistent event presence across career fairs, info sessions, and pop-ups

  • Create a consistent event presence across career fairs, info sessions, and pop-ups

Build a modular kit that’s easy for recruiters to deploy (and hard to deploy incorrectly)

  • Build a modular kit that’s easy for recruiters to deploy (and hard to deploy incorrectly)

Design for speed: quick read, quick wayfinding, quick follow-up

  • Design for speed: quick read, quick wayfinding, quick follow-up

Make it memorable: interaction points students actually want to engage with

  • Make it memorable: interaction points students actually want to engage with

Protect the brand: maintain Achieve’s core identity rules while flexing tone and color for the demo

  • Protect the brand: maintain Achieve’s core identity rules while flexing tone and color for the demo

My Role and Collaboration

I led the concept, design, and system build for Campus Kit—from campaign story to production-ready event assets.

I owned:

  • Campaign concept + messaging framework (Up & To The Right)

  • The Campus Kit design system (layout rules, components, specs)

  • Booth design + modular signage system

  • Collateral suite (postcard, one-sheets, table tents, stickers, QR flows)

  • Art direction for event photography / mockups

I partnered with:

  • Talent / Campus Recruiting to align on role needs, event logistics, and the student journey from “walk-up” to follow-up.

  • Brand & Marketing to ensure Campus Kit flexed the identity responsibly while staying within core brand standards and approvals.

  • People managers / team leads across functions to define role messaging, internship expectations, and what “real work” means per discipline.

  • Print + fabrication vendors to translate designs into production-ready booth assets (materials, sizing, proofs, and on-site readability).

  • Ops / Events to plan deployment details like booth footprint variations, packing/shipping, and repeatable setup.

I partnered with:

  • Talent / Campus Recruiting to align on role needs, event logistics, and the student journey from “walk-up” to follow-up.

  • Brand & Marketing to ensure Campus Kit flexed the identity responsibly while staying within core brand standards and approvals.

  • Print + fabrication vendors to translate designs into production-ready booth assets (materials, sizing, proofs, and on-site readability).

Approach

Campus Kit was designed like a product system: define the constraints, build reusable components, then pressure-test across real-world scenarios (different booth sizes, different schools, different staffing).

Key decisions

  • Wayfinding first: big headlines, clear hierarchy, fast scanning

  • Modular by default: every element works as a set or standalone

  • Interaction as a hook: create moments that invite students in (not just signage that talks at them)

  • Cheeky, not snarky: slightly more playful than core Achieve voice—still human, still helpful

  • Brand guardrails stay firm: especially around logo usage and foundational hierarchy

The System — Campus Kit

Campus Kit is the internal design system used to deploy Up & To The Right across campus events.

What’s inside

  • Headline system: Up & To The Right as the primary campaign line, plus supporting headline templates

  • Layout templates: hero wall, role panels, table signage, and small-format pieces

  • Component library: QR blocks, role chips, “3-step apply” module, benefits modules, photo-safe zones

  • Color guidance: expanded use of the secondary palette for energy and differentiation, while preserving Achieve’s core visual anchors

  • Production specs: recommended sizes, safe margins, bleed rules, and vendor-ready exports

Brand flexibility (by design)

Since these touchpoints are limited to a specific demographic, we deliberately shifted the expression:

  • More playful, more kinetic

  • More secondary color usage

  • More interactive moments

  • Still clear, confident, and people-first

Brand rules (non-negotiable)

  • Achieve logo only appears in: original gradient lockup, Achieve blue, white, or black

  • Hierarchy and clarity remain consistent with Achieve brand standards

  • No novelty treatments that reduce trust or legibility

Applying the system

Campus Kit was built to show up consistently across formats—large and small, physical and digital.

Booth experience

The booth is structured in three zones:

  1. Hook: bold campaign headline + instant recognition

  2. Explain: role + value props that scan fast

  3. Convert: QR-first follow-up with minimal friction

Collateral suite

  • Event postcard (fast take-away, QR follow-up)

  • Role one-sheets (per discipline)

  • Table tents (wayfinding + quick answers)

  • Sticker set (engagement + memory cue)

Interactive moment

A simple, student-friendly interaction point that encourages participation and sparks conversation.

Go ahead, drag the stickers around. (You know you want to.)

Outcomes

Campus Kit delivered a repeatable, on-brand system that:

  • Improved consistency across events and schools

  • Reduced setup time for recruiting teams with reusable templates and clear specs

  • Created stronger engagement through interactive moments and student-first messaging

  • Expanded brand range responsibly—more fun for the audience, still unmistakably Achieve

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Elyas Beria | visual designer

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Elyas Beria | visual designer

contact

Elyas Beria | visual designer

contact