Challenge
The University of Minnesota approached us to revitalize their visual identity and campaign execution for student recruitment and alumni engagement. With higher competition for talent and shifting demographics, they needed a modern, unified creative system that could scale across digital, video, and on-campus environmental applications — while still honouring their heritage and academic reputation.

Solution + Impact
In my role as Art Director, Video Art Director, and Photo Art Director, I led the creative vision and execution of a multi-phase campaign.

• A comprehensive visual system: developed a mood-board and style guide aligning photography, motion graphics, typography and colour palette to appeal to prospective students and alumni segments.

• Video production: directed a short series of hero video pieces featuring real students and faculty in authentic campus contexts.

• Photography: art-directed stills across campus, mixing formal academic portraits with dynamic lifestyle imagery — giving the campaign a balanced tone of tradition and forward momentum.

• Cross-media deployment: the creative system was adapted across social media, digital banners, outdoor signage, print collateral and on-campus experiential displays – ensuring consistency and flexibility.

Following the launch:

• This campaign achieved a 16% year-over-year lift in the U’s favorability rating.