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ST. EDWARD’S UNIVERSITY


Brand Development / Creative Direction

As the Associate Design Manager, I partner with the Creative Director to elevate our brand and amplify awareness. I craft engaging print and digital products that revolutionized the student recruitment journey and designed striking visuals for unforgettable on-campus experiences. 


The BrandThe Goal: St. Edward‘s underwent a brand refresh, and the Creative Team were tasked with updating pivotal recruitment materials to reflect the updated brand and the new inclusive tone of the strategic initiatives.

The Solution: We partnered with the Admissions Team to ensure materials captured the recruitment process and updated design styles to display a more vibrant and inclusive look. 
My Role: I collaborated with the Creative team to plan changes needed for the recruitment materials, partnered with the Admissions team to discuss key recruitment components and decide on best-fit methodologies, sourced the proper freelancers, and implemented new, more vibrant styles.  

The Team:  Three-four members per refresh project
Timeline: 3-4 weeks depending on a project

Refreshed Material Examples
Giving It a New (Look)book

Print Design, Production

The Goal: As part of the brand refresh, the Creative Team was tasked with updating the lookbook for in-person recruitment events. The aim was to improve the concept and design to enhance the overall recruitment experience.


The Solution:
We captured key recruitment processes and developed content that captured components of Maslow's Law. We applied the concept to the overall structure and design of the Lookbook.

My Role: I worked with content managers to review and establish a hierarchy for content. Presented concept to the team, art directed, and created a design for the more vibrant style of the lookbook.

Team: Five Team Members

Timeline: 4-6 Weeks


Credits - Camille Saad, Maha Khmur, Jennie Sutherland, Kathia Ramirez and Helen Elliott

Process
We utilized Miro throughout the creative process to list essential information, refine concepts, establish content hierarchy, and discuss thorough edits and feedback.

View Process

The Goat

Identity Mark Design

Design direction for identity mark or the Topper Spirit Mark made for campus wide use and to promote school spirit.


My Role: Lead Designer and Visual Designer;
I sourced the best-fit freelancer and directed the design from conception to vectorization. I built out style guidelines and performed designer responsibilities as needed.  

Team: 3 Members  

Credits:
Becky Plante, Helen Elliott, Kathia Ramirez

View Work

Reimagining Spaces

Mural Design / Experiential

Unique mural designs were created to enhance on-campus brand experiences and were displayed in study halls, dining spaces, and the student services department.


View Work

Enhancing The Digital Experience

UX Design

To revamp key online recruitment experiences for St. Edward's, we updated website pages to elevate the brand identity and cater to prospective students at every stage of their journey. With authentic imagery and impactful design, we transformed the college application process from intimidating to and exciting pursuit of higher education.


My Role: I met with campus partners to determine the best approach for content hierarchy and content design layout. 

Projects:  
Future Students
Giving
Parents and Families

A Vibrant Community

Videography Direction


In a special request by the university's president, our team created assets that included a video that captured the holiday message and the university's recently updated initiatives.

My Role: I collaborated with the team to concept and plan the direction of the videography. I sourced the proper freelancers to create animations and other digital needs to deliver in time to distribute the holiday message through various channels.

Videography: Chelsea Purghan Autrey

Credits: Becky Plante, Helen Elliott, Chelsea Purgahn
A Historic Inauguration

Email and Campaign Design

To celebrate the investiture of Montserrat Fuentes, PhD, as the 24th President of St. Edward’s University, our team launched a mini-campaign to advertise the inauguration. We utilized the traditional color palette to create a presidential look and capture this historic moment.

My Role: I designed campaign components such as emails, web pages and images for socials.  


Team: 3-5 Members  

Credits: Camille Saad, Helen Elliott, Kathia Ramirez


St. Ed’s Magazine

Creative Direction / Magazine Design


St. Edward’s University Magazine celebrates stories about the people, places and experiences that define the university's education.

My Role:  Lead the art direction for the magazine, overseeing layout, typography, and visual storytelling to create cohesive issues. Collaborated with editorial teams and freelancers to ensure alignment with the brand vision.


View Work


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