In my role as Associate Creative Director, I led a multidisciplinary team of designers, collaborating with esteemed external agencies such as WongDoody, The Brick Factory, Cumberland Creative Productions, and the ReFuel Agency for a holistic brand awareness and identity development initiative. Our mission was to unveil a rejuvenated identity resonating deeply with National University's online-focused student base, with a particular emphasis on military members and their families, while reaffirming the university's unwavering commitment to comprehensive student support.
Armed with a multitude of university performance metics, comprehensive competitor analysis and trend audits, we embarked on the brand overhaul armed with actionable insights to guide our decisions and strategies. Navigating a tight timeline of just 7 months presented a formidable challenge, demanding swift approval processes for logo and brand identity alongside the coordination of extensive photography and videography shoots around the country to authentically capture student experiences.
The launch of the new National University brand was a monumental undertaking, resulting in the creation of over 1,000 digital ad assets, a multitude of captivating out-of-home ads, inspiring student success stories, mini-documentaries, and nationwide commercials. Our website overhaul included the development of hundreds of interior pages, and sub-brand page integrations which drove significant site traffic and yielded over 4,000 student leads within the initial 3 months post-launch.
Moreover, our collaboration with university staff facilitated unforgettable in-person experiences and meticulously documented graduations, enriching our marketing materials and amplifying student narratives. This multi-million-dollar initiative catapulted National University to the forefront of online higher education, cementing its status as a premier competitor in the industry.
