Education for the People Campaign

Role: Visual Designer / Art Direction

Education for the People is a national marketing campaign for Western Governors University that challenges traditional higher education and positions WGU as a bold, student-first alternative. The campaign speaks directly to frustrations with the cost, accessibility, and relevance of college while showcasing WGU as an authentic solution. It was designed to resonate across generations, appealing to Gen Z, Millennials, and Gen X alike

Responsibilities:

• Led the development of campaign visuals across multiple channels, including digital display ads, billboards, flyers, landing pages, and email

• Translated complex campaign strategy into a cohesive design system that reflected WGU’s bold, authentic, and empowering voice

• Designed visuals that amplified WGU’s unique brand positioning and supported the campaign’s core message of making education accessible, affordable, and impactful

• Collaborated closely with copywriters, marketers, and stakeholders to ensure consistency across all creative assets and touchpoints

Creative Director: Josh Jenkins, Copywriter: Ryan Unger

Display Ads

Email

Print | B2B

OOH

Design Elements

Half-tone effect is applied using brand colors

Subjects are cut-out with outline and drop shadow

Halftone stylized objects to tell a story without using images of people

Minimal, bold background with spray paint splatter effect

Headings use big, bold type with size variations and diagonals

Key words emphasized with rectangle behind text

Headlines: Program Narrow

Subheads and Body: Futura PT

Accents: Marydale used minimally for accents, such as student name and degree