As Auburn University prepared to return to campus operations, Tatum Design was recruited to develop a series of posters that would help create a unified response to the COVID-19 pandemic. Our task was to design a series of posters showcasing the fearless spirit of the institution. As one of the leading forces in the Southeastern Conference (SEC), Auburn is known for being a dominant, athletic powerhouse. With a new semester and sports season approaching, it was important to bring everyone together in the fight against COVID-19. The objective of the Auburn Spirit Poster Series was to equip the campus and community to defeat the toughest opponent the school had ever faced — the coronavirus.
Our team observed a concerning trend of using fear or shame to manipulate people into following COVID-19 protocols. We decided to embrace an empowering approach instead. As an Alabama based studio, we understood the beloved traditions of the university, and we leveraged this knowledge to create an authentic and inspiring poster series. The designs honor the tiger and eagle mascots of Auburn University. Both of these mascots presented unique design opportunities. The curl of a tiger tail resembles the numeral six, and the wingspan of a mature eagle is six feet — the exact distance recommended for social distancing. Our team used these insights to create conceptual, mascot driven designs that serve as a powerful reminder to maintain six feet of social distance at all times. We opted for a bold black and white color palette to stand out among a sea of official orange and blue university colors.
The Auburn Spirit Poster Series is empowering the campus and community to beat COVID-19. It is a testament to their fighting spirit and their will to win. The initiative is strengthening their resolve and resilience as an institution. It is helping the university make a strong comeback on and off the field.