Katie Stains

Tools Used

• Photoshop
• InDesign
• FigJam

Skills Demonstrated

• Visual impact
• Image editing
• Typographic layout
• Scalable design system
• Preparing files for print

Project Description

Arizona State University recently introduced a new design principle to its institutional framework: Principled Innovation (PI). PI is a philosophy centered on creating with intention and advancing innovation for positive, responsible change. Anchored by the question, “Just because we can… should we?”, the initiative challenges students and faculty to think critically about the impact of their work.

During my internship with the Ira A. Fulton Schools of Engineering at ASU, I was tasked with designing an awareness campaign to introduce Principled Innovation to students and staff at the Polytechnic campus. After collaborating with key stakeholders, we identified a guerrilla-style approach as the most effective way to spark curiosity and conversation. The campaign would feature bold, large-format posters placed throughout classrooms and meeting spaces, supported by branded giveaway items distributed at campus events to reinforce the message beyond the initial touchpoint.

The poster series was designed to be visually striking and intellectually engaging—prompting students and staff to pause, question, and explore the principles behind PI. I selected imagery representing complex and often controversial areas of modern technology and progress, including artificial intelligence, overconsumption, and environmental impact. Through careful image treatment and targeted visual emphasis, I ensured the campaign’s core question stood out clearly against the imagery and remained the focal point of each composition.

For the promotional materials, sustainability was a key requirement established by stakeholders and an essential extension of the campaign’s message. I researched and selected products that aligned with these values, including a stationery set made from recycled bamboo, a waterproof notebook produced from stone paper, and an outerwear piece constructed from recycled materials. Each item reinforced the campaign’s emphasis on responsible innovation, ensuring the message was not only communicated visually but embodied through the physical materials themselves.

Results

• Poster series
• Semipermanent acrylic displays
• Stickers
• Sustainably-sourced swag items (stationery, notebooks, jackets)

The campaign brought Principled Innovation to life across the Polytechnic campus in a way that felt engaging and approachable. One of the most enjoyable parts of the project was installing the posters myself and seeing them come together in real campus spaces! Over the next semester, swag items were handed out at campus events to keep the message going beyond the walls. Overall, the campaign created a thought-provoking experience that encouraged conversation and made the concept of Principled Innovation feel accessible and relevant.