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Campaign Concept Mockup
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Campaign Concept Mockup

Crafting a Comprehensive Visual Brand Strategy for University Recruitment

CASE STUDY OVERVIEW

In response to the need for a comprehensive recruitment strategy, I spearheaded the development of a visual brand strategy aimed at transforming recruitment materials for our university. Leveraging insights from a comprehensive brand study conducted by a national agency, our goal was to align our recruitment efforts with the preferences of our ideal target market.

CHALLENGE

While the agency of record provided brand pillars and a recruitment campaign concept titled "Be First," our university faced a significant challenge in translating this concept into a cohesive visual brand strategy for our recruitment materials. The campaign concept, albeit insightful, lacked detailed graphic elements, leaving us with the task of creating a full visual brand strategy incorporating each of our three brand pillars that could resonate with our diverse target segments across various recruitment mediums such as booklets, digital ads, and traditional advertising.

BRAND PILLARS

Determined

Graphic textures and overlays complement a photography style emphasizing determined expressions on the subjects, along with dramatic lighting, illustrating tenacity.

Innovative

Graphics feature dynamic angled lines and arrows, aligning with a photography style that captures unique angles and subjects, radiating forward-thinking.

Supportive

Graphics emanate comfort through thoughtful circle pairings, aligning with a photography style that captures genuine warmth and support from its subjects.

SOLUTION

To transform the "Be First" campaign concept into a cohesive visual brand strategy, I creatively interpreted our three brand pillars—Determined, Caring & Supportive, and Innovative. Through rigorous training, I crafted a suite of graphics and styles, ensuring consistency with style guides and libraries. Aligning stories with target segments, I maintained a visual through-line to reinforce brand pillars. Collaborating on a centralized marketing team and working cross-functionally with admissions, I utilized data to secure buy-in, successfully implementing our adaptable visual strategy.

Determined

Graphic textures and overlays complement a photography style emphasizing determined expressions on the subjects, along with dramatic lighting, illustrating tenacity.

Determined

Graphic textures and overlays complement a photography style emphasizing determined expressions on the subjects, along with dramatic lighting, illustrating tenacity.

Innovative

Graphics feature dynamic angled lines and arrows, aligning with a photography style that captures unique angles and subjects, radiating forward-thinking.

Innovative

Graphics feature dynamic angled lines and arrows, aligning with a photography style that captures unique angles and subjects, radiating forward-thinking.

Supportive

Graphics emanate comfort through thoughtful circle pairings, aligning with a photography style that captures genuine warmth and support from its subjects.

Supportive

Graphics emanate comfort through thoughtful circle pairings, aligning with a photography style that captures genuine warmth and support from its subjects.

BRAND PILLARS

Determined

Graphic textures and overlays complement a photography style emphasizing determined expressions on the subjects, along with dramatic lighting, illustrating tenacity.

Innovative

Graphics feature dynamic angled lines and arrows, aligning with a photography style that captures unique angles and subjects, radiating forward-thinking.

Supportive

Graphics emanate comfort through thoughtful circle pairings, aligning with a photography style that captures genuine warmth and support from its subjects.

Outcomes

Global Recognition at CASE Awards

The revamped admissions materials earned prestigious recognition at the CASE (Council for Advancement and Support of Education) Circle of Excellence awards. Winning the CASE Grand Gold for 2020 Admissions Materials, and a Bronze Circle of Excellence award for the 2021 Viewbook, showcased the exceptional and game-changing nature of the visual brand strategy on a global stage.

Increased Engagement and Positive Feedback

Although specific quantitative data is not available, the visual brand strategy resulted in heightened social engagement with the university's funnel pieces. Additionally, positive feedback from surveys, focus groups, and internal partners highlighted the impactful redesign, reinforcing its effectiveness.

Qualitative Success

While quantitative data on long-term impact is not available currently, qualitative feedback from stakeholders, continued positive engagement, and sustained positive reception internally point towards a lasting and favorable influence of the visual brand strategy on the university's overall brand presence.

Record Enrollment

The visual brand strategy played a pivotal role in achieving record undergraduate and graduate student enrollment, marking a significant and tangible impact on the university's recruitment efforts.

Increased Engagement and Positive Feedback

Although specific quantitative data is not available, the visual brand strategy resulted in heightened social engagement with the university's funnel pieces. Additionally, positive feedback from surveys, focus groups, and internal partners highlighted the impactful redesign, reinforcing its effectiveness.

Record Enrollment

The visual brand strategy played a pivotal role in achieving record undergraduate and graduate student enrollment, marking a significant and tangible impact on the university's recruitment efforts.

Qualitative Success

While quantitative data on long-term impact is not available currently, qualitative feedback from stakeholders, continued positive engagement, and sustained positive reception internally point towards a lasting and favorable influence of the visual brand strategy on the university's overall brand presence.

Enhanced Efficiency with Style Libraries

Implementation of styles and libraries based on the approved redesign significantly increased efficiency and production time. This streamlined approach facilitated a more seamless and rapid creation of diverse recruitment materials.

Increased Engagement and Positive Feedback

Although specific quantitative data is not available, the visual brand strategy resulted in heightened social engagement with the university's funnel pieces. Additionally, positive feedback from surveys, focus groups, and internal partners highlighted the impactful redesign, reinforcing its effectiveness.

Qualitative Success

While quantitative data on long-term impact is not available currently, qualitative feedback from stakeholders, continued positive engagement, and sustained positive reception internally point towards a lasting and favorable influence of the visual brand strategy on the university's overall brand presence.

Enhanced Efficiency with Style Libraries

Implementation of styles and libraries based on the approved redesign significantly increased efficiency and production time. This streamlined approach facilitated a more seamless and rapid creation of diverse recruitment materials.

Record Enrollment

The visual brand strategy played a pivotal role in achieving record undergraduate and graduate student enrollment, marking a significant and tangible impact on the university's recruitment efforts.

Outcomes

Global Recognition at CASE Awards

The revamped admissions materials earned prestigious recognition at the CASE (Council for Advancement and Support of Education) Circle of Excellence awards. Winning the CASE Grand Gold for 2020 Admissions Materials, and a Bronze Circle of Excellence award for the 2021 Viewbook, showcased the exceptional and game-changing nature of the visual brand strategy on a global stage.

Visual Brand Strategy Examples

Visual Brand Strategy Examples

EXPANDING THE CREATIVE SCOPE

Building on the success of the comprehensive visual brand strategy for university recruitment, my portfolio showcases a diverse range of creative projects that illustrate my versatility, strategic thinking, and expertise across various mediums and platforms, including:

Personalized Mailings

Social Media Campaigns

Branded Wall Graphics

Print Design

Logo Design

Ebooks

Out-of-Home Advertising

Book Covers

Each project demonstrates a commitment to excellence and a tailored approach to meet unique client needs and objectives.

PORTFOLIO SAMPLES

Logos