On Thursday, March 4, the Fort Worth chapter of the American Advertising Federation virtually held its annual advertising gala, knowns as the ADDYs. The judges selected three of Roxo’s submissions as bronze winners in the student category. The student-run advertising and public relations agency’s award-winning work was created for Southside Preservation Hall, Juggle and Arts Council Fort Worth.
Southside Preservation Hall is a non-profit, performance and event venue with a rich history and legacy in Fort Worth. Part of Southside Preservation Hall’s mission is to act as a multicultural community-based resource center for educational, cultural, and social activities for the community.
Last semester, Roxo joined forces with The Hall to assist in a rebrand. To help tell Southside Preservation’s story, Roxo knew it could go beyond what was outlined in its contract to further contribute to the enhancement of the brand by creating a new logo design.
Student graphic designer, Madi McPhearson said, “The new logo shows the funky character of The Hall. It encompasses the maroon in its Rose Chapel with modern accents while including the year is a testimony to how long The Hall has been a part of the Fort Worth community.”
Jeff Gibbons, Southside Preservation Hall board member, said the Roxo team was, “incredibly knowledgeable and creative, and their enthusiasm for the project was apparent. It was a truly cooperative relationship between the Roxo team and our board of directors. We couldn’t have asked for a better experience, and the results were spectacular.”
Roxo’s second award-winning design was for Juggle, a new app intended to create, grow, and maintain real relationships, mental health, and a more connected life. Launching a new app requires an eye-catching icon. Roxo student designer, Trang Nguyen, produced a logo that embodied the authenticity and inclusivity of the app’s mission. The new logo was a piece of an investor pitch deck that Roxo created for Juggle; the deck outlined market conditions, primary research, business strategies, and key insights that fueled the creative development.
Chuck Bougliny, chief marketing officer for Juggle, said, “Working with Roxo was fantastic. I was impressed with how invested they became in our project from all facets, and then were able to deliver with a balanced team of talent.”
Roxo was also honored to receive an art direction award for its client, Arts Council of Fort Worth. The Arts Council manages the Fort Worth Community Center, provides leadership and funding to local arts organizations through grant programs, and administers the Fort Worth Public Art Program. Arts Council hired Roxo to conduct research to provide recommendations on effective ways to increase awareness while inspiring people to become engaged with the organization’s mission and work.
Grounded in the team’s research, Roxo created a series of designs to print on promotional items, earning an ADDY award for the art direction that unified and advanced the Art Council’s creative direction.
“Roxo’s team was extremely professional, tackling a difficult rebranding project while working remotely as the COVID-19 pandemic brought challenge after challenge,” said Wesley Gentle, director of advancement for Arts Council. “They did a great job translating input from a wide range of stakeholders, and their final presentation beautifully illustrated both the visual elements of the brand and the deeper aspects of our organization’s identity.”
Each semester, Roxo agency members set their vision on the agency’s tagline — “creativity for good.” And the ADDY awards proved to be just that. “Thank you to the Fort Worth AAF for making the ADDYs a virtually engaging and fun evening,” said Haley Thompson, Roxo’s Spring 2021 president. “We are grateful for the recognition and are extremely excited. In our agency, we see our creativity shine the brightest when we set our focus on positively contributing to the community, especially this past year. Our goal was to reflect that in our submitted work. Creativity is for all and should always be for good. I am proud of the work our agency has produced and even prouder of its members.”