Designer
Poster Team
Art Cleanup

2025

Branding
Experience Design

Braxton DeLauro
Logan McKeown
Hanlin Zhang

College campuses have a problem. 1 in 4 women in college will experience some kind of sexual harassment during their time there as a student. Most of the perpetrators are men, often men in fraternities, often during parties, and often while intoxicated. This is largely attributed to the “bro culture” that fraternities promote, a culture that places importance on community and brotherhood within the frat house, and protects and forgives any mistakes that are made within, with little thought or importance put into the, often female, victims. Most solutions to be found are forced on and followed by the victim. They require victims to take responsibility for their own safety, and more often than not, produce unreliable results. THE BROTHERHOOD is a change from the formula, with the goal of inspiring change through the perpetrators, and not from the victims. Yet how? The answer we came up with is simple. Hold them to the high standard they build their values around.

With a dark and rich color palette, a bold and elongated typeface, and a style  reminiscent of a man’s ideal high class society, THE BROTHERHOOD uses visuals of class and culture to paint a picture of elegance, and uses that elegance to entice the young men that desire it into practicing the ideals it’s parroting - just like the frat culture they are already a part of.

THE BROTHERHOOD is a campus wide campaign that markets itself to young men in fraternities, using the high-class culture they admire, as well as a promise of status to be gained, to guide them into making safer choices, keeping themselves and others accountable, and thinking deeper about keeping themselves safe.