Lili Crosby

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SHIFT 2025 Media & Promotion

Creative direction and marketing for York University's Design 2025 Grad Show

A person holding a phone with Biome, a composting app, in front of greenery

Social Media

Marketing

Sept 2024-Apr 2025

Context

For the 2025 graduating class of York University's design program, all 49 designers collaboratively worked on our grad show titled "SHIFT 2025". To SHIFT is to challenge conventions, to divert focus from the mundane and embrace a more imaginative, bold, and playful approach to creativity.

Over the course of several months, the media team produced promotional photography and material for SHIFT's social media and website.

Context

For the 2025 graduating class of York University's design program, all 49 designers collaboratively worked on our grad show titled "SHIFT 2025". To SHIFT is to challenge conventions, to   divert focus from the mundane and embrace a more imaginative, bold, and playful approach   to creativity.

To match the brand identity, the media team was tasked with creating promotional material. Over the course of several months, we produced promotional photography and material for the SHIFT's social media and website.

MEDIA TEAM

Volker Ng

Jocelyn Zin

MY ROLE

Creative direction

Photography

Editing

Costume design

TOOLS

Photoshop

Lightroom

MEDIA TEAM

Shaheer Saif (UX)

Sarah Nuñez (BIOME design)

Jasmine Tidd (researcher)

MY ROLE

Creative direction

Photography

Editing

Costume design

TOOLS

Photoshop

Lightroom

Context

For the 2025 graduating class of York University's design program, all 49 designers collaboratively worked on our grad show titled "SHIFT 2025". To SHIFT is to challenge conventions, to   divert focus from the mundane and embrace a more imaginative, bold, and playful approach   to creativity.

MEDIA TEAM

Volker Ng

Jocelyn Zin

MY ROLE

Creative direction

Photography

Editing

Costume design

TOOLS

Photoshop

Lightroom

Mood Shots

The media team focused on 2 photo shoots: mood shots and headshots. The mood shots include group and individual photography for general promotion, while headshots were only featured on the website to introduce each student.

The photography embodies 2 styles that reflect SHIFT's ethos: professionalism–balancing the demands of today’s job market–with personality–absurd individual expression.

The media team focused on two photoshoots: mood shots and headshots. The mood shots includes group and individual photography for general promotion, while headshots were only featured on the website to introduce each student.

The photography embodies two styles that reflect SHIFT's ethos: professionalism–balancing the demands of today’s job market–with personality–absurd individual expression.

Headshots

We took two styles of headshots for each student; professional and expressive.

The professional headshots paid homage
to the design industry, reflecting our commitment to being respected as serious professionals with a polished, approachable image.

The expressive headshots celebrated individuality as graduates showcased their unique personalities through dynamic poses, playful expressions, and props.

*The SHIFT 2025 website is no longer accessible. Website design was completed by the web team.

Professional vs. expressive headshot

Impact

SHIFT 2025 was a huge success among students and attendees. I was proud to work among my classmates to create a grad show that showcased our immense talent and effort.

To see the promotional material in action, visit our LinkedIn and Instagram pages.