University of Massachusetts / University MarCom Group
Highlights from a few marketing and communications projects ...
Belonging Campaign
UMass Amherst Office of Equity and Inclusion chose this visual solution to honor our culturally diverse campus. The collection of shapes and colors support serious ideas about diversity while using an engaging graphic approach. Hand-drawn elements feel warm and personal. Stacks of imperfect shapes support each other. They are placed in ways that suggest movement—not stasis. The overall composition conveys a contemporary look and an uplifting, inclusive feel. The consistent set of elements were reconfigured for deliverables across media and in promotional giveaways.
I AM UMASS STEM Campaign
To address concerns (that came to light through the campus climate survey) from first-generation and under-represented minority students about not feeling welcome, seen, and included, the I AM UMASS STEM campaign was conceived. I collaborated with the university photographer John Solem to capture portraits of 20 first-gen and under-represented minority STEM students in their unique UMass lab environments. I created oversized posters and graphics for a social media campaign using their stunning portraits. We aspired to give the students a sense of pride about their individual accomplishments and demonstrate how they are part of the larger UMass research community. We hoped to give these students greater visibility to the overall campus community by installing the posters in areas where there would be much undergraduate foot traffic.
The "U" Campaign
SACL/New Student Orientation & Transitions changed the name of their orientation programs and needed to develop consistent branding compatible with the UMass Amherst institutional brand. I developed a new system of graphic marks to consistently brand and promote the new program names: “Guide to the U”, “Ready for the U” and “Welcome to the U.” This campaign work enables new students to easily identify all NSOT campus communications meant specifically for them, whether in the form of an email or a sandwich board. I created sample mockups to help the SACL team visualize marketing, social media, and promotional materials such as posters, email newsletters, social media graphics, t-shirts, and water bottles.