The Dr. Martin Luther King Jr. Celebration Committee expressed their need for a revitalized campaign that focused on the future and introduced inclusive storytelling into their event.

The challenge began with naming. After considering dozens of titles, 'Picturing Progress' was developed as an anchor that invites students to imagine progress not as a static ideal, but as something shaped through participation. From there, the campaign expanded into a cohesive system of event materials, digital assets, and environmental graphics designed to work across all of Arizona State University's (ASU) four campuses.

Rooted in ASU’s brand system, the design balances clarity with expressive visual storytelling, using bold typography and symbolic imagery to amplify voices of change across all campuses. Picturing Progress was chosen as a university-wide award winning campaign promoting student leadership and volunteerism.