Cavalier Dark Mode
Made to fit an attitude, Cavalier Dark Mode was concepted, designed and developed by University Communications. It was supported with advertising, social media and display design. Visibility was heightened as Licensing, in partnership with Virginia Athletics, arranged for coaches and players to wear the new collection during sporting events.
One promotion was poetry in marketing.
A special edition of Cavalier Dark Mode dropped on the birthday of UVA’s Original Dark Mode: Edgar Allan Poe. The event was celebrated on social media with a Poe-inspired riddle contest: solve the dread mystery to win UVA Dark Mode merch. It was a hit with students and alumni. Even the Poe Museum in Richmond gave it kudos, calling the promotion in rhyme “worthy of his 214th birthday.”
