"My Life in 2 Words" Campaign

Brand Identity, Graphic Design, Photography, Project Management, Marketing

March - April 2013

Client: Cru at Northwestern, a Christian group on campus

Goal: Engage students on campus to dialogue about their thoughts and beliefs on spiritual topics through the use of personal narratives.

Role: Creative Director

• developed visual strategy and plan

• developed brand/identity for the campaign

• created visuals, most notably photos of students that made up the core of the campaign

Outcomes:

• created 73 unique Facebook profile pictures, each generating an average of 50 likes

• reached 5,400 people on Facebook during the campaign

• photos were used in stations on campus that engaged Northwestern students in dialogue and sharing stories

Process:

As the Creative Director, I worked closely with the campaign planning committee to understand the scope and timeline of the campaign, develop a visual strategy and plan, and determine the deliverables for the client based on our conversations. 

I set creative direction, created a brand/identity for the campaign, and created the visuals for the campaign. I was responsible for production, from logo-creation to the photo shoot. Graphics I made were used as Facebook profile pictures as well as awareness material on Facebook.