During the Fall 2013 semester, Sandi Deitrich stood in the doorway to the Radford University Department of Art’s graphic design office. She was in search of a life-sized deer target for her senior design project.
On Feb. 22, at the Roanoke American Advertising Awards, it became clear that this deer quest was fulfilled when Deitrich, a December 2013 RU graphic design graduate, won the Judges’ Choice Award for her product packaging campaign called “Lickety Britches,” based on a fictional brewing company. Its logo features an illustration of an anthropomorphic deer target wearing human pants.
On winning the Judges’ Choice Award, Deitrich said, “After seeing some of the other packaging projects at the ADDYs I wasn't really sure that I was going to get anything! I was over the moon with the Gold award 'Lickety Britches' received and the Judges Choice Award had not even crossed my mind.”