Project Summary:
Brand Voice • Print Design • Digital Design • Responsive Design Concepts • Concept Development • Print Production & Prepress • Layout & Composition • Adobe Creative Cloud Applications • Art Direction • Cross-Functional Team Management • Multi-Channel Marketing Campaign • Stakeholder Management
Project Brief:
I was appointed as a Creative Lead for this multi-channel print and digital campaign for U of A. As a Creative Lead I attended creative discovery meetings with U of A to uncover top-level messaging and brand considerations. I also designed all of the deliverables, and collaborated with an assigned copywriter directing the creative direction from a copy standpoint. The campaign composed of a 4-panel printed mailer, a series of digital ads, and emails. The goal(s) of the campaign were to increase U of A awareness, their offerings, and ultimately pushing RFIs, and campus visits. The target audience were regional High School students just beginning their college search.
Design Approach:
The design challenge was to not get too carried away with U of A's brand. While extremely fun, there is a lot going on in terms of color, typography, and shapes. The campus is high energy and full of pride so I wanted to inject as much playfulness and energy as possible into all of the deliverables using their brand elements, but responsibly. U of A is also a huge education brand and the copy needed to communicate the high quality of the institution as well as the value of a U of A education.
Design Results:
The multi-channel campaign was highly successful with U of A reporting an increase in interest and campus visits as a result. The multi-channel campaign earned Gold at the 2025 Educational Advertising Awards.
