Award-Winning, Steal-Worthy Marketing and Design Ideas by the Wisconsin Union
Our Wisconsin Union marketing and communications team recently earned many honors in the Association of College Unions International’s (ACUI’s) Steal this Idea competition, an annual marketing and graphic design competition. The Union’s awards recognize projects ranging from restaurant branding and environmental graphics to promotional campaigns and videos.
But for us at the Union, the awards aren’t just about steal-worthy ideas. They’re about connecting people with experiences for a lifetime and with the spaces, services and events they want or need. That might mean a colorful wall graphic that helps guests discover a student leadership, dining or recreation experience; a restaurant that immediately feels welcoming and like an escape from a busy day; or a campaign that makes you want to pull up one of our iconic sunburst Terrace chairs to a Terrace table.
Here’s a look at some of the projects recognized by ACUI this year.
The work behind the fun
The Wisconsin Union is full of places, services, events, activities and products people love.
Our marketing and communications team gets to tell the stories behind Union experiences for a lifetime through brand identities, signs, writing, videos and more.
This year’s awards reflected how many different ways our team does that.
“Multiple wins across different categories is a reflection of the depth of talent across the team and the care and intentionality they bring to their work,” Wisconsin Union Director of Integrated Marketing and Communications Ben Klepzig said. “They bring parts of themselves to each project, and it shows in the quality of work.”
The projects span dining, recreation, student leadership and one of Wisconsin’s favorite summer traditions.
“They promote fun and sustenance and student leadership,” Klepzig said. “Really, they reflect so much of what we do to enhance student life at UW–Madison.”
And while these six projects earned national recognition, they’re only a snapshot of what happens behind the scenes. Every year, our marketing and communications team completes hundreds of creative projects, publishes hundreds of social media posts, maintains hundreds of webpages and creates communications that help people connect with the Wisconsin Union.
Helping people discover something new
Ever been to the Sett Pub but had no idea there was a bowling alley downstairs in Sett Recreation?
That was exactly the problem Graphic Designer Megan Breene set out to solve.
Her first-place-winning Sett directional murals use bold illustrations, vintage sports-inspired graphics and large arrows to help guests discover everything Sett Recreation has to offer.
“We wanted this signage to be eye-catching and make the offerings of the Sett super obvious,” Breene said. “We illustrated the offerings, spelled them out and included large arrows directing visitors to the recreational space downstairs.”
The finished murals feel like they’ve always belonged in the space, while helping more guests find one of Union South’s hidden gems.
Building a brand that feels like home
Another first-place award recognized the branding for Naan Stop South.
For Breene, the goal wasn’t only designing a logo.
“We really wanted this restaurant and this brand to feel like a ‘home away from home’ for Indian students and a place where the entire campus community could experience the rich flavors of India,” she said.
Creating that feeling meant researching colors, symbols and flavors, consulting with an Indian student organization and thinking through every detail of the space, from the wall graphics to the furniture.
One of Breene’s favorite details? The leaf motif that connects Naan Stop South back to our first Indian cuisine dining concept Naan Stop Express and the broader Wisconsin Union brand.
Summer by the lake, brought to life
Creativity also flourished when it came to the award-winning Terrace campaign.
Three graphic designers and the creative director each developed concepts before combining their ideas into one campaign. Graphic Designer and Art Director Kay Sakiya created one of the concepts, and Graphic Designer Maximilian Homstad expanded it with original illustrations, watercolor backgrounds and graphic elements that became the look of “Summer by the Lake.”
“I love working with this team,” Sakiya said. “Everyone is so talented.”
Once the campaign was finalized, student graphic design interns created everything from flyers and advertisements to digital signs using the new, collaboratively created brand.
The companion video earned a second-place award in the video and animation category.
“I wanted to transport the audience straight to the Terrace in the summertime,” Sakiya said. “Looking out at the lake, soaking up the sun and enjoying life on the water.”
The footage came from multiple summers and featured contributions from staff and student videographers. Even the audio was created in-house. Wisconsin Union employee Sean Michael Dargan composed and performed the original music featured in the video.
Our team’s 2025 year-end video also earned an honorable mention. It celebrates the people and moments that made the year memorable.
“I hope people see themselves in these moments and feel that rush of joy, happiness and belonging all over again,” Sakiya said.
Helping students find their place
Not every project recognized by ACUI focused on a destination.
One honorable mention recognized the Wisconsin Union Directorate (WUD) display that introduced students to WUD’s committees and Wisconsin Hoofers clubs.
Many students attend Wisconsin Union events without realizing fellow students are the ones planning them.
“The goal of the display was to increase awareness of the Wisconsin Union Directorate and encourage more UW–Madison students to get involved,” Graphic Designer Anna Grace Bitonti said.
The display was designed to help students see themselves in those opportunities and remind them that, no matter their interests or experience level, there’s a place for them in WUD.
A team effort
Whether it’s helping someone find a bowling lane, feel at home in a new restaurant, spend a summer afternoon by the lake or discover a student leadership experience that changes their college experience and their lives, each project is created with people in mind.
Every day, we get to tell the stories of incredible people, spaces and experiences. And some of those spaces and experiences become part of our patrons’ stories.
It is never just a campaign, webpage, photo, video or sign. It is an opportunity to help people find their place, make a memory, try something new, make connections or feel that they belong.
Our colleagues create experiences for a lifetime, and we have the honor of helping people discover that those experiences are waiting for them.
Visit union.wisc.edu to plan your experience for a lifetime.
