INTRODUCTION

ABOUT ME

Hi! My name is Lys Goldman. Welcome to my capstone project! By the time you’re reading this, I’ll be a graduate of the University of Michigan (I can hardly believe I’m typing those words). I’m originally from Westport, Connecticut. At Michigan, I studied Sport Management with minors in Business and Writing, the latter of which allowed me to create this project!

For as long as I can remember, I’ve always loved sports (probably not a shocker given my chosen major). I was a competitive soccer player from kindergarten through high school, and I’m one of the biggest Michigan football fans you’ll ever meet. While my plans for the future are still uncertain, I hope to work in the sports industry somewhere under the umbrella of partnerships, marketing, brand strategy, copywriting, and design. 

All of these interests served as the driving force behind my capstone project! Now time for a quick introduction before diving into my brand…

ABOUT THE PROJECT

Meet Rec! I decided to build a sports lifestyle brand, creating foundational brand guidelines and two advertising campaigns. This type of project aligns super closely with my long-term career interests, which is the main reason why I chose to pursue it.

After researching similar brands and reflecting on my own personal interests, I decided to create a brand aimed toward recreational athletes in particular. As a recreational athlete myself, along with many of my friends and family, I saw an opportunity for a lifestyle brand to break into a relatively unoccupied yet important niche.

Once I cemented my vision for the brand, I started creating the brand guidelines! These include the name, logo, wordmarks, fonts, colors, and more. I then brainstormed ideas for advertising campaigns, before gathering content and designing my advertisements and mock-ups! All of the photos, videos, and graphics on this website were created by me.

Check out the Brand Guidelines and Advertising Campaigns tabs to see my finished work! It’s been such an incredible journey building Rec. Thank you for being here, and I hope you enjoy! :)