Role: Creative Director, Chief Marketing Officer

​

Our goal with messaging to undergraduate students was to tell the story of a college that gives students every opportunity to discover their interests across a broad range of subjects while building critical and analytical skills that will ground them in whatever career they might choose. The prospective student viewbook was our initial stake in this new ground.

​

As Creative Director, I worked with the Editorial Director to structure the story through the viewbook, incorporating a wide array of entry points and non-traditional copy and headlines. This project then served as the basis for widening efforts to capture smaller audiences such as prospective transfer students or STEM-focused students.

​

Throughout all of these pieces, my design team employed a subset of branding graphic elements to unify our story visually. I introduced a heavy dose of cyan to brighten the seriousness of the U-M dark blue, and you will notice diagonal lines and elements throughout all, leading the eye up and out to an exciting new future.

 

The video team carried these same graphic elements and messaging into their award-winning work for student recruitment, highlighting the broad array of treasures to discover on campus. We used the Uncommon Campus video primarily in the email we sent to accepted students, encouraging them to explore everything LSA and U-M offers.

​

The next step in recruiting involved Campus Day—see more here.

​

VIEW THE LSA PROSPECTIVE STUDENT VIEWBOOK.

​

WATCH THE UNCOMMON CAMPUS STUDENT RECRUITMENT VIDEO.

​

​

Awards:

• 2014 CASE Gold Award, Best Student Recruitment Viewbook

• 2014 CASE Bronze Award, Best Video, Student Recruitment