Tavier Maldonado
CLIENT
Kappa Sigma Fraternity
PROJECT FOCUS
Campaign Design & Motion
TYPE
Annual Campaign
YEAR
2024
Introduction
Stephen Alonzo Jackson Weekend of Giving is an annual fundraiser hosted by the Kappa Sigma Fraternity and the Kappa Sigma Endowment Fund. Designed to raise Chapter Scholarship Funds for Undergraduate members to continue their education through the Donald C. Dilley, Jr Scholarship-Leadership Awards program. Having raised over a million dollars in three consecutive years with a record breaking $1.2+ million dollars in a single weekend in 2024.
The Challenge
The campaign had not had an official logo or cohesive brand identity for over 8 years. Existing materials were inconsistent and lacked the visual presence needed for an event of this scale. The goal was to build a campaign system with a strong visual identity that volunteers, members, and donors would immediately recognize across social and digital channels.
The Approach
The campaign began with the logo. A strong visual anchor built around Stephen Alonzo Jackson, pairing a bold typographic lockup with photography-forward layouts. Every asset was designed to work in series rather than stand alone, with color and contrast used deliberately to signal a premium event identity without breaking from the broader Fraternity system.
The color scheme draws from Fraternity branding but applies a specific orange-green treatment to set the campaign apart. The gold references Jackson's "Apples of Gold" speech, one of the most recognized addresses in the Fraternity's history.
The mark adopts the Fraternity crest and features a silhouette of the SAJ statue unveiled at the 150th Anniversary Grand Conclave at Kappa Sigma's International Headquarters and Campus.
Final logo lockup
Campaign System
The deliverables included a primary event mark, a full color palette, typographic system, and web graphics. Everything was documented and handed off so the client team could reference the system for future events. Digital assets were sized for each major platform with the campaign's visual language intact.
Gold
HEX: E6A729
RGB: 230, 167, 41
CYMK: 9, 36, 98, 0
Green
HEX: 074531
RGB: 7, 69, 49
CYMK: 89, 45, 80, 51
Red
HEX: A40F1E
RGB: 164, 15, 30
CYMK: 24, 100, 100, 19
Futura PT Demi
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
0 1 2 3 4 5 6 7 8 9 ! ? . , ; : ' " ( ) [ ] { } / \ & @ # % $ * ^ ~ ` | — – ...
Futura PT Bold
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
0 1 2 3 4 5 6 7 8 9 ! ? . , ; : ' " ( ) [ ] { } / \ & @ # % $ * ^ ~ ` | — – ...
Scriptorama Tradeshow JF
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
0 1 2 3 4 5 6 7 8 9 ! ? . , ; : ' " ( ) [ ] { } / \ & @ # % $ * ^ ~ ` | — – ...
Save the Date Social Graphic
Thank You Graphic
Broadcast Ready Motion Assets
The event livestream required a full suite of motion graphics — branded intros, lower thirds for speakers, and overlay graphics ready to drop into the stream.
Video Intro
Lower Thirds Template
Motion Overlay / Video Overlay Png Preview
Beloved Brother
Chapter Fan Sports Bubbles
Custom animated chapter bubbles designed for members to self-identify with their chapter's affiliated sports team — used across social media and broadcast overlays.
Brand Evolution
Below is a 3x3 grid showing the evolution of the Campaign through Profile Pictures.
I started shaping the Campaign's branding in 2021 (bottom row) as an Intern and now as a Contractor in 2026 with 2026 being the direction that best fits the campaign after year-to-year revisions and improvements.
The current statue render shown in the second row was a photo taken in 2019 during the 150th Anniversary unveiling at Kappa Sigma International Headquarters and Campus. Photo I took referenced below now repurposed into a reusable asset.
The Results
The campaign materials were deployed across digital and social channels for the event weekend. All assets listed throughout the campaign period was produced by Citrum Studio from the initial system build through to final execution. Videos and Photos were produced by the Fraternity. The photo of the SAJ Statue above is shot by Tavier Maldonado in 2019.
$1.2M+
Raised in a Single Weekend in 2024.
3x
Consecutive years $1M+ Raised.
10 Years
First Cohesive Identity
