Community of Caring
If there’s anything the pandemic taught us all, it’s about caring. Caring for ourselves. Caring about others. Caring about community. It’s taken a lot for the Rutgers community to get back on campus, so this campaign was designed to help promote a safe space for all and keep the community healthy and thriving. This toolkit of social, digital, and print graphics was distributed to campus communicators across all three Rutgers campuses to help promote a safe and healthy environment. Key audience insights: – Currently navigating new life on campus after a long period of remote/hybrid environments – Everyone was impacted differently by the pandemic and may or may not have changed behavior(s) as a result – Covid image associations and communications fatigue
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Progress Is Earned
When asked to produce a new yearly Big Ten Network commercial for Rutgers, our department decided to first take a deep dive into brand so we could communicate for Rutgers from an authentic perspective. In partnership with agencies Digital Pulp and Prairie Dog, and after months of discovery work and focus grouping, we developed a new brand platform with the belief that: Progress doesn’t travel in a straight line. It zigs and zags. It is hard and contentious. We create a learning experience and environment that prepares you for progress. We progress the human condition. From here, we create this Progress Is Earned commercial that’s grounded in an authentic Rutgers voice. This commercial is first exploration of our new brand platform. https://www.rutgers.edu/united
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Millennial Home Purchase Campaign
CONFIDENTIAL WORK: DO NOT DUPLICATE, PRINT, OR DISTRIBUTE More millennials list dogs than marriage or children as a factor in their home-buying decision. This national campaign targeted these potential homebuyers through print and digital ads, owned media, social media, and television with dogs at the center. This was a multi-agency effort, and my role was Art Director representing Wells Fargo’s In-House Agency throughout the concept and development stages.
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Get College Ready
CONFIDENTIAL WORK: DO NOT DUPLICATE, PRINT, OR DISTRIBUTE Postcard, flyer, email, and website developed to support high school guidance counselors as they help students plan for college.
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Knights Give A Spit
When the Rutgers community returned to campus after the initial COVID-19 shutdown, establishing a safe environment was critical for a smooth transition. In partnership with Student Health, our team was tasked to create effective building signage to raise awareness of essential precautions and encourage testing protocols using the quick-and-easy COVID-19 saliva collection method developed here at Rutgers. Facing a public weary of overwhelming COVID updates, we took a community pride approach to the creative, built upon the idea that following these measures and looking out for our people are what true “knights” do, referencing the popular Rutgers mascot. Through collaboration with school and department communicators during a time of remote work, an array of materials was created, distributed, and displayed across campus spaces, social channels, and a digital ad campaign targeting Rutgers students. These efforts represented a significant part of the university’s greater initiative that led to a successful repopulation of the New Brunswick campus and increasing awareness of key health messages (masking, social distancing, contact tracing, and testing) among the student body.
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Real Men of Ramapo
This calendar was designed to identify and elevate positive male-identified role models on the Ramapo College campus in efforts to stimulate thought and inspire change in the social climate of the campus. The phrasing “Real Men” is a reaction to the dominant story of that phrase in our country’s culture. By re-branding these nominees, the college hopes to help evolve the single story and characteristics of “Real Men” into a compilation of examples, shifting the masculinity paradigm into a healthier space.
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