Industry
Higher Ed
Brand
UMass Boston
Project
Campaign concepts for print ads
Voice
Knowledgeable and confident, yet approachable, inclusive, and compassionate
UMass Boston needed fresh messaging for its print materials that would resonate with their target audience while staying true to the brand.
I was asked by the creative director to develop three campaign concepts based on focus group data and internal discussions. These concepts ultimately shaped the visual direction of the broader campaign.
The ideas were pitched first to the internal marketing team and then to the client, the enrollment management team.
Concept One
Boston is your campus
The Pitch: Boston is known for being one of the most academically focused cities in the world. When you go to school here, you're not just learning in the classroom, you have a whole city to help you grow, discover new things, and realize what's possible.
Concept Two
Come as you are
The Pitch: At UMass Boston, there’s no mold to fit into. It’s a place where you can show up as yourself, and with the support and opportunities provided, you’ll grow into the person you’re meant to be after graduation.
Concept Three
Intersections
The Pitch: At UMass Boston, everything intersects. Your ambitions, your friendships, and your career opportunities. It’s a place where everything that shapes your future comes together.
Industry
E-commerce, travel, retail
Brand
We Live it
Project
Digital ad
Voice
Informative, lighthearted, and friendly
