A California Baptist University professor helped with the National Association for Stock Car Auto Racing, better known as NASCAR, with an advertising campaign all last summer.
NASCAR is an American auto racing sanctioning and operating company that was founded in 1948.
Michael Berger, associate professor and program director of graphic design and photography, said he designed, illustrated and photographed all the assets of the NASCAR advertising campaign for spring 2020.
“My process is to really dive into the culture and history of the particular nuances of the client or ministry to give them messaging that will resonate with their audience. In this case we wanted to build a poster that car guys would hang in their garage,” Berger said.
NASCAR commissioned Mind and Mill of Riverside, where Berger works as a creative director, and being at Mind and Mill gave him the opportunity to work on the NASCAR advertising campaign.
“It was a great project to work on. We were successful in getting the team to produce two looks because there was one look that we all loved so much that they produced, as well. It is great to see it in the wild,” Berger said.
When creating an effective advertising campaign, there are a lot of factors that go into attracting a specific audience.
Berger received his Bachelor of fine arts degree in graphic design with a minor in illustration at California State University, Fullerton, in 1989. He later went back to CSUF to receive his master of fine arts in graphic design in 2013. Then in 2003, Berger worked with David Riley, where he then helped brand CBU and design the CBU logo for Dr. Mark Wyatt vice president of marketing and communication and Dr. Ronald Ellis, CBU president.
“I worked with Dr. Wyatt as director of creative services from 2005 to 2007. I authored the Graphic Design and Digital Media program in 2008 and began teaching then,” Berger said.
When it comes to graphic design there are challenges that tend to arise, especially with bigger projects. Overcoming challenges often depends on the people with which students surround themselves.
Deitrik Ito, junior graphic design major, said he overcomes challenges in graphic design by leaning on his peers and close professors.
“Professor Berger does a great job at communicating what’s working and what isn’t while encouraging his students at the same time, and he really does try his hardest to bring out the best in everyone,” Ito said. Everyone has to start somewhere and sometimes that means not having experience. Joy Jack, junior graphic design major, explained she has faced challenges in the graphic design program.
“I had never touched Photoshop in my life and had no idea what I was doing and often-times found myself falling behind. Professor Berger said he was always able to help me and show me how to use tools that I didn’t even know were tools,” Jack said.
After working on the NASCAR campaign, Berger was glad to be able to add to the portfolio and experience of Mind and Mill as well as himself and looks forward to its release.
The NASCAR advertising campaign that Berger worked on is for an event on March 1, 2020.