A sequel to "KICKBACK," University of the Fraser Valley's biggest event series. Bringing lots of energy and vibes to UFV's Abbotsford campus as "Lightning Strikes Twice."
As Creative Director, Lead Designer, Photography Lead, and Video Lead, I led the creative vision, event branding, promotional campaign, and multimedia production for Kickback 002: Lightning Strikes Twice, the highly anticipated follow-up to one of the University of the Fraser Valley Student Union Society's most successful student engagement events.
Following the success of Kickback 001, the challenge was to build on an already recognizable event brand while delivering a fresh experience that would capture students' attention and maintain momentum. The goal was to create an event that felt familiar yet new, leveraging the excitement of the original while introducing a distinct identity that encouraged students to return, reconnect, and engage with campus life.
The campaign was built around the theme "Lightning Strikes Twice," celebrating the return of a student favourite and reinforcing the energy, excitement, and connections that made the original event successful.
To maintain continuity between events, I incorporated key visual elements from Kickback 001, most notably the lightning bolt icon, which became a symbol of energy, empowerment, and the spark of new experiences. Building on that foundation, I developed a refreshed visual identity featuring bold graphics, dynamic compositions, and vibrant colour treatments designed to create anticipation and stand out across both digital and physical environments.
As lead designer, I created the campaign's visual system and promotional materials, ensuring consistency across every audience touchpoint. As photography and video lead, I also developed the multimedia approach, producing content before, during, and after the event to build excitement, document the experience, and support future marketing efforts.
The campaign was deployed across social media, digital advertising, posters, environmental graphics, event signage, and multimedia content, creating a cohesive experience from promotion to execution.
Kickback 002 successfully expanded on the momentum of its predecessor while establishing its own distinct identity. Through strategic creative direction, strong visual storytelling, and an integrated campaign approach, the event generated high levels of engagement and attendance while strengthening the Kickback brand among students.
The photography, video, and design assets created for the campaign extended the event's impact well beyond a single evening, providing valuable content for future promotions and reinforcing the Student Union's reputation for delivering memorable campus experiences. This project demonstrates my ability to combine creative leadership, design, photography, videography, and strategic storytelling to create campaigns that engage audiences, strengthen brands, and build lasting community connections.
