My students and I collaborated with the University of Minnesota Alumni Association (UMAA) to design their “Maroon Shirt” – part of a campaign to connect alumni with current students (connecting Gophers past and present). Each student created a visual design and worked on a compelling story to support the design. The process included visual and contextual research about the U (including President Gable’s inauguration speech), the UMAA, and alumni. Detailed feedback and discussion happened at each stage of the design process. The chosen students’ designs in 2020 and 2021 are featured on over 2,000 shirts and other ephemera like coasters and stickers and the student had the opportunity to tell their story as part of the year-long marketing campaign. Students learned important lessons about licensing and legal considerations for logos and “Goldy Gopher” images and gained experience developing and pitching a design concept based on a client’s need.