As part of my senior capstone at Portland State University, Tillamook Dairy sponsored a three-month advertising competition with real-world stakes. Sixty students were divided into teams and challenged to develop full advertising campaigns from a client-provided brief. The winning team would receive top marks, and its work had the potential to be brought to life by Tillamook as part of the company’s expansion into the California market.
After our team aligned on a core concept, I led the creative direction, designing the campaign website, Spotify ads, and social media marketing assets for a fully integrated rollout.
My design approach was grounded in an understanding of Tillamook as a heritage-driven brand with deep roots in tradition. Marketing research also revealed that people often associate ice cream with childhood, nostalgia, and playfulness.
I brought these themes together through a pastel color palette, a whimsical illustration style, and a conversational tone across all messaging — aiming to create a warm, approachable identity that invites instant emotional connection.
Our team won the competition, and my creative contributions were personally praised by John Russell, Tillamook’s Marketing Director. Several of my design elements were later incorporated into Tillamook’s website redesign, earning me not only top marks in the course, but also formal credit on the brand’s digital platform.
© TRAVIS SPENCER DESIGNS, 2026