Marketing & Branding Campaigns
Nonviolence Now - logo, web, vehicle, and magazine components
Nonviolence Now
This project was initiated through a media prize won by the Gandhi Institute for Nonviolence. After seeing the campaign concepts, the gifting foundation, PVBLIC, put more resources towards this project, allowing it's expansion. The project was presented at the United Nations and garnered additional support.
RESULTS: engagement and click rates over 4x the industry benchmark, reaching over 3 million people worldwide.
Dr. Chat Bot Challenge
During the height of the COVID-19 pandemic the University implemented a daily health screening to help identify symptoms. Completion of the screenings was mandatory, however, compliance in doing so was extremely low. The Challenge campaign was created out of a need to make the screening fun and connect to students.
RESULTS: Difference of 31.3% compliance between program members and non-members. Completion rate rose 5% overall across the University. Fewer complaints about the requirement after program introduced and reduced sense of burden.
CARE - before and after revamp
CARE Revamp
The CARE Network collected feedback on their previous marketing initiatives. Responses were overwhelmingly negative, noting the cold and aggressive feelings it gave. They reached out for my assistance in how to fix the impression being given. Tapping into trends of hand-drawn fonts, textures, and bright happy colors were essential in changing perception. In considering the youthful target audience, pop culture and "cute" elements were key in forming meaningful connections and positive engagement. There has been a clear shift in perception of the CARE resources as a result.
CARE Brand Kit
Creation of the CARE Network brand and marketing resources as part of the launch and implementation of a new campus support system. Components were distributed to students in crisis and to staff as an education tool.
Season of Nonviolence
The M.K. Gandhi Institute for Nonviolence hosted a series of speakers and events for their 64 day long celebration. The program aims to deepen understanding of nonviolence and peace of mind. Campaign components included bookmarks, posters, stickers, and buttons. Bold, simple colors provided contrast for vibrant illustrations and consistency across all pieces. Pieces were displayed and distributed throughout the local community.
Major Declaration Celebration
The Major Declaration Celebration was created in an effort to aid retention and recognize the immense importance of officially declaring a major. Campaign messaging and aesthetics transformed an otherwise boring paperwork form event into something exciting and celebratory. The campaign spans several months, making the consistency critical to recall and recognition of the event. As a result, there was an increase in students declaring their major by the University deadline.
Communal Principles Project
As an initiative of the Office of the Dean of Students, the Communal Principles are values the campus community lives by. Each year a different principle was highlighted and imbued into the activities and programs hosted throughout the year across the University.
