60 Years of SCC: A Campaign Built to Celebrate the Past and Launch the Future
A yearlong brand campaign for Southeastern Community College's diamond anniversary — spanning identity design, editorial, product design, and a multi-platform content rollout timed to the college's first-ever Homecoming.
Sixty years is a milestone. It needed to feel like one.
Southeastern Community College was chartered in 1964 and had spent six decades evolving — new buildings, new programs, a mascot that had gone through three costumes since 2008, and a logo that had reinvented itself nearly every decade. My department's job was to take all of that history and turn it into a single, cohesive celebration: one that honored six decades of the past while modernizing the brand for what came next, all building toward the college's first-ever Homecoming.
One story, told in three moves.
Rather than treating each deliverable as a standalone project, I built the campaign around a single narrative arc: establish the anniversary identity, use that identity to power a real reveal moment, then keep the celebration alive all year through storytelling. Every asset — from the magazine to the Instagram rollout — ties back to the same 60th-anniversary mark and the same decade-by-decade throughline that's been part of SCC's brand since 1964.
Establish the identity
A new 60th-anniversary logo and a commemorative magazine set the visual language and told the college's story.
Build to a moment
A modernized mascot uniform, revealed through a teased social rollout, timed to debut at SCC's first Homecoming.
Keep the celebration going
Decade-by-decade alumni videos and throwback photo content extended the anniversary across the full year.
Building the Look of 60 Years
Every SCC logo since 1964 has carried a decade of its own — triangles in the '80s, circles in the '90s, a globe in the 2000s. So the 60th-anniversary mark wasn't just a new design, it was the next entry in a tradition. I anchored it around the Chadbourn Bell, the symbol rung at every SCC graduation since the college's founding, and built a commemorative issue of Rams magazine around the same visual identity to tell that 60-year story in depth.
The new mark sits inside a lineage of logos going back over 40 years — proof the 60th anniversary design wasn't a one-off, but the newest chapter in a visual tradition.
The Reveal
Rocco the Ram had worn the same costume since 2017. For the 60th, we redesigned him head to toe — new shoes, new uniform, a completely new head — and held the reveal for one moment: SCC's first-ever Homecoming. I planned a five-part Instagram rollout to build anticipation in the weeks before, teasing pieces of the new look before the full reveal on Homecoming day.
From a live ram named Ramu in the 1970s to three costume generations since 2008 — the redesign kept Rocco recognizable while giving him a fresh, more athletic look.
Cards link directly to each reel on Instagram.
Sustained Storytelling
A single reveal day doesn't carry a yearlong anniversary — so I built a content calendar that kept the celebration going through two ongoing threads: a video series featuring one alumni success story from every decade of SCC's history, and a recurring throwback photo series pulled from the college's archives.
Cards link out to Instagram. Swap in screenshots of each post for a stronger visual grid.
Impact — coming soon
Metrics for this campaign are being pulled together. This section is scaffolded so numbers can drop straight in without touching the layout.
This campaign is the clearest example of how I work: find the thread that already exists in an institution's history — in this case, six decades of evolving logos and mascots — and use it to give a big moment structure. The result wasn't five separate deliverables. It was one story about 60 years, told across print, product design, video, and social, that built to a single day and then kept going.