THE CAMPAIGN:
"We Are" is the 2023 - 2024 high school marketing campaign for The Modern College of Design. It aims to infuse vibrant colors into the digital landscape while maintaining an edgy, modern aesthetic. The 3D wireframe structures serve as a visual reminder of the inner workings of design, representing the foundational elements and structural integrity upon which every designer builds their craft. The campaign celebrates The Modern as a vibrant community of designers, embodying creativity, innovation, and cutting-edge design practices. Its goal is to boost interest and applications from high school and non-traditional students interested in pursuing design and creative fields while nurturing active engagement across diverse platforms.
THE ACHIEVED RECOGNITION:
+ American Advertising Federation: Gold ADDY Award - High School Recruitment Poster
+ American Advertising Federation: Silver ADDY Award - High School Recruitment Viewbook
+ Columbus Society of Communicating Arts: Best in Category - High School Recruitment Viewbook
+ Graphic Design USA: American Graphic Design Award - High School Recruitment Viewbook
THE POSTER:
The poster is a key element of The Modern's outreach initiative. Mailed in a custom envelope with a written letter, it acts as an introduction to high school educators across multiple states, encouraging them to proudly display the poster in their classrooms. Additionally, it requests an invitation to present more about what The Modern offers their students. The poster aims to ignite curiosity and inspire students to explore the opportunities at The Modern College of Design.
THE PHOTOGRAPHY:
The photography for this campaign blends style and authenticity. Through highly stylized compositions, I captured genuine moments of faculty, alums, and current students' everyday lives. At the same time, each photo showcases a distinct color palette that embodies The Modern's design aesthetic.
THE VIEWBOOK:
The viewbook serves as the primary deliverable, bringing the 'We Are' messaging to life. Through a blend of inspiring and relatable headlines, it narrates the story of The Modern, reinforcing the core values of creativity, innovation, and community. This narrative is highlighted by vibrant photography infused with The Modern's dynamic digital waves, seamlessly connecting every aspect of our institution.
OTHER SUPPORTING ASSETS
THE PERFORMANCE:
I tracked website traffic, social media engagement, lead generation, and conversion rates to gauge the campaign's reach and resonance. Additionally, indicators like student feedback and enrollment numbers provided valuable insights into the campaign's impact.
