3J 15-Year World Tour

Client
3J Consulting

Year
2024

The 3J 15-Year World Tour was a year-long internal brand campaign celebrating the firm's 15th anniversary by transforming the milestone into an immersive concert tour experience. Rather than a single event, the campaign unfolded across four quarters with surprise "merch drops" that brought the energy and excitement of a music tour to everyday office life, building anticipation and team engagement throughout 2024. The result was probably the most epic merch that a Civil Engineering firm has ever had!

A Musical Milestone

As creative lead, I developed the visual identity and product designs, along with the digital touchpoints and quarterly rollout strategy. I acted as art director for the merchandise development, designed custom order websites for staff to select their gear, and created themed communications that kept the tour vibe alive all year.

Rear view of a man wearing a black T-shirt with colorful text listing locations for a 3J World Tour, including states, cities, and regions.

A young man with dark hair wearing a black T-shirt with graphic text and illustrations related to computing, programming, and engineering.

Back view of a person wearing a black T-shirt with white text listing cities and states, and '3J World Tour' at the top.

A young man with short dark hair, a slight beard, wearing a black graphic T-shirt with colorful text reading '3L Consulting' and smaller text above that says 'Civil Engineering & Community Planning'. He is standing with his left hand relaxed at his side and smiling lightly.

Q1 - Coasters, Notebooks, Celebratory Happy Hour to kick off the Campaign

Q4 - Custom Beanie, Crewneck and Hooded Sweatshirts, Coffee and Treats

Q3 - Summer Cooler and Blanket, Can Koozies, and Treats

It’s all about the Details

Everything, down to the “fine print” on the coasters and notebooks, was customized with copy inspired by 3J’s values or services.

A white ceramic mug filled with coffee or tea on a black coaster, placed on a white marble surface. Two black coasters with colorful, vintage-style designs and motivational messages are nearby. Green potted plants are in the background.

Four black vinyl records with colorful and graphic labels celebrating the 15th year of BJ Consulting, with themes of team effort, productivity, innovation, and appreciation.

The coaster set included 4 unique designs, each inspired by a different music genre and representing 3J’s core values.

A man wearing a Santa hat and a black T-shirt with rainbow-colored text, crouching next to a black, white, and brown dog with long ears, both looking at the camera against a plain white background.

The campaign had 100% staff participation, and even inspired a very metal staff photoshoot!

A young woman smiling and making rock hand signs with both hands. She is wearing a black T-shirt with white graphics and text, layered over a white long-sleeve shirt, with a fluffy hairband on her left wrist. She has dark hair styled in loose waves and is standing against a plain white background.

Gray knit beanie hat with a circular patch featuring mountains, trees, and the text '15 TJ Consulting' and '15 Years of Growth'.

Dark gray sweatshirt with colorful text and graphics promoting 3D consulting, including yellow fire-like accents and a pink and yellow radial background.

Black T-shirt with yellow and pink text promoting the 3J World Tour, listing multiple U.S. states and cities.