Campaign Concepting for University

There is something demoralizing about the current state of colleges.

Between seemingly exponentially rising tuition and plummeting trust in institutions, it is clear that this whole university thing isn't working and needs to change in a big way. We stand in a unique position to be a part of the anti-establishment sentiment toward college that is only growing while trying to fix the problem rather than be a part of it. Students don't fail college—colleges have failed students, and WGU is here to revolutionize college and give the power back to the students.

This was a project for my work at an online university. Our creative director asked us to create a campaign that would break out of the mold of the typical campaign designs we had been creating. Working with a team of me (the designer), a copywriter and a videographer, we took on the challenge and delivered great results.

Banner Ads

Social Media

Print | B2B

OOH

Imagery and Typefaces

• Halftone effect

• Rough edges

• Minimal backgrounds

Graphic Elements and Typography

• Rough edges and sketchy lines for added texture

• Lines and arrows to direct attention

• Playful typography with size variations and diagonals

• Big, bold type

• Halftone stylized objects are to tell a story without images of people