IC News

When Geoff Bell ’18 organized a Black History Month campaign for Yale Athletics, where he is the assistant director of creative services, he incorporated the theme of “education through inspiration.”

Bell worked with the student-athlete of color leadership team “Yale Bulldogs for Change” to highlight the Black role models who inspire them, including Serena Williams, Jackie Robinson, Arthur Ashe and Wilma Rudolph. The campaign tied together the impact of racial justice in athletics today and celebrated those who came before. Bell shared these stories through social media and on the college's athletic site.

“We wanted to be very vocal in our support and knew the importance of using our status for a positive influence,” Bell said. “We were able to tell an amazing story through our student athletes about what Black history means, then and now. Now more than ever, we wanted to let their voices be powerful.”

In his role as assistant director of creative services for Yale Athletics, Bell oversees all media graphics and design for Yale's 35 varsity teams, and his work is associated with nearly every piece of content on Yale Athletics website, social media channels and recruiting materials.

Bell leads his work with the same motivation he felt the first time he stepped out on the Ithaca football field, doing everything he can to assist his team. When Bell came to Ithaca he had the opportunity to actively engage in his sports media studies while also competing as a student athlete for the IC football team. During his senior year, Bell was offered an internship with IC’s athletic communications department. Under the guidance of Associate Director Justin Lutes, Bell hit the ground running.

“It was awesome because Justin and the entire staff worked hard to make sure everyone had equal opportunities to do everything that they could,” said Bell. “I really attribute that to my well roundedness and ability to be in the position I am right now.”

Lutes even reached out to Bell for help with a project after he had graduated: timeline murals for the football and baseball locker rooms. Bell created the layout and concept and then assisted throughout the process. That work also served as a template for the Ithaca College Hall of Fame ceremony graphics and the 90-year timeline of IC athletics that is displayed at major events.

“I would have never been able to create something like that, and Geoff walked me through how he built everything, so I would be able to utilize the template and complete the project,” said Lutes. “Geoff is amazing.”

Upon graduating Bell was offered a position to work with Colgate University's athletic marketing department. He was hired by Ithaca Alumna Nina Lindberg ’15, and it was the beginning of their journey as “teammates.”

Since both Bell and Lindberg had been student athletes at Ithaca College, they valued their shared quality of persistence, while combining their talents for their work. The field of creative marketing and design in collegiate sports requires drive and adaptiveness. The growing network of social media has brought new layers and opportunities to their work.

“We just meshed so well together,” said Bell. “I like to say we are the dynamic duo. I have the proficiency in graphic design, and she has the proficiency for video and editing.”

About six months into Bell’s time at Colgate,  Lindberg was recruited to take a position with Yale University Athletics as the director of creative services and digital strategy. It didn’t take long for her to get Bell back on her team. After finishing the year at Colgate, Bell received an internship opportunity in Lindberg’s department.

“I can’t imagine working without Geoff,” said Lindberg. “Aside from his talent, he is kind and fun to be around. There’s not one person in our office who doesn’t love Geoff. His positive attitude is contagious, and in the end that’s often what matters most when building a team. It’s important to surround yourself with good people who make you better and for me, that’s Geoff.”