Role: Art Direction / Lead Designer / Marketing Lead
Capabilities: Visual Identity / Print / Digital / Promotional
The goal of the campaign was to assist The University of Texas at El Paso Office of Admissions and Recruitment in reorienting their outward-facing creative to better align with the primary institutional branding and establish a creative foundation for future initiatives. Historically, the university relied on a regional pipeline of students to fill the enrollment funnel. However, with changing demographics and need to scale recruitment efforts, it became imperative to enhance communication, enhance direct mail efforts, and emphasize the brand value of the university.
This involved a strategic shift, placing a heavier emphasis on our primary orange, establishing a cleaner and more streamlined overall design style, and incorporating more engaging photography and a stronger use of typography. Storytelling was front and central. I collaborated on the development of several new products, including a redesigned acceptance packet, view book, and welcome box, which brought their approach in line with industry standards. Importantly, these changes were implemented without compromising recruitment goals. The initiative was executed on a lean budget and included a joint effort to reestablish key structures and processes, supporting future creative success and brand alignment.
The updated design and streamlined branding played a crucial role in guiding students through the enrollment funnel, resulting in record enrollment for undergraduate new students.
