Hoosky
Small business transforming how Northeastern University represents with merchandise.
2021 - 2025 ✱ Entrepreneurship and Project Management
This case study includes photos by Darin Zullo and Margot Murphy.
Overview
Referencing Northeastern University’s husky mascot, Hoosky is a remix of Northeastern merchandise made by students, for students.
The university’s formal branding left an opportunity for student expression and input, and Hoosky as a logo has become a shared symbol to connect with students. I co-founded my business to strengthen campus pride through collaborations with student organizations and the university itself.
Process
Hoosky comes from an online community of prospective Northeastern students seeking connection through the pandemic. Hoosky has since grown in demand as a playful representation for students in an elite research institution.
Our marketing strategy is based around a surprise sticker drop campaign. Every week during a semester, we create a custom Hoosky design and print a limited quantity of stickers to give out at a random location on the Boston campus. Students will rush in a frenzy to grab a sticker before they run out.
Over the years, my team nearly quadrupled from 3 co-founders to 11 undergraduates excelling in creative and marketing roles. I’ve learned so much about the onboarding process and managing projects with my creative team.
Collaborating with Northeastern University’s Athletics Department, we gave away free T-shirts to celebrate pride at university sports games.
Outcome
Hoosky’s reach ranges from University recognition as a licensed vendor to a featured article in Northeastern’s independent, student-run newspaper. Our audience has also grown beyond its original class of prospective students to over 8,000 Instagram followers, both in the Northeastern community and beyond.
What started as an intuitive response supporting my online community has since evolved as a backbone for campus life. Co-founding Hoosky transformed my skills in human-centered design through observation and collaboration, where authentic student representation is the priority.
Hoosky’s legacy lives on as I pass the torch to our next generation of the Northeastern undergraduate community.
