The Project
Find the Feeling was created as a refreshed extension of #WHEREYΦUBELONG, using a weekly Story series to connect Alpha Phi with the emotions prospective students experience while deciding where they want to go to college. The campaign kept the recognizable umbrella brand while shifting the creative direction toward softer, more personal storytelling centered on friendship, belonging, everyday memories, and imagining a future at Penn State.
“Find the feeling of somewhere beginning to feel like home.”
Find Your People
WEEk 01
Friday Focus
Friendship, connection, and the people who make a place feel like home.
Find the Feeling
A recurring Story campaign under #WHEREYΦUBELONG designed to make Alpha Phi feel more emotionally relevant and recognizable to prospective students during college decision season.
Campaign Rollout
week 02
Picture Your Future
Friday Focus
Helping prospective students imagine what their own college experience could look and feel like.
Spring 2026
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Archive Story No. 22
Mar 12
week 03
The Little Moments
Friday Focus
The everyday memories and smaller experiences that make somewhere begin to feel familiar.
week 04
Where It All Begins
Friday Focus
Centered on new beginnings, excitement, growth, and everything college can become.
Story Template
Each weekly theme also included a coordinated Story template for individual members to post with their own photo. The template kept the same Find the Feeling branding, typography, and weekly message so every member post felt personal while still clearly belonging to the larger campaign.
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Design Details
Member Version
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Campaign System
Each Friday followed the same recognizable structure: the main Alpha Phi account posted the weekly anchor Story, while members used the coordinated campaign graphic with their own photography.
Anchor Story
Friday Rollout
Coordinated Visuals
Cohesive Identity
Creative Direction
Photography
Soft & Candid
Color
Pastel Wash
Texture
Paper Grain
Typography
Serif Elegance
The visual direction used soft, candid photography, washed pastel tones, scrapbook-inspired framing, subtle texture, and recurring #WHEREYΦUBELONG branding to create a nostalgic and emotional feel.
Project Details
- Role: Campaign Concept + Creative Direction + Graphic Design
- Scope: 4 Weekly Story Themes
- Platform: Instagram Stories
Focus: Recruitment Marketing · Social Storytelling · Member Participation