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ST. EDWARD’S UNIVERSITY

Brand Identity & Creative Direction
During my time as an in-house creative in higher ed marketing, I led work across a broad range of design disciplines — brand design, digital products, performance advertising, brand identity, print collateral supporting student recruitment, and environmental design projects that enhanced the on-campus experience.

Crafting the Visual Identity
Brand Design The Goal: Updated key recruitment materials to align with the refreshed brand and new inclusive initiatives, collaborating with the recruitment team to ensure the designs reflected the recruitment journey and embraced a more vibrant style.
My Role:  Develop concepts and executed design materials, implementing updates, identifying necessary changes based on evolving styles, and recruiting and leading freelance designers to create fresh, vibrant visuals.

Giving It a New (Look)book
Print Design

The Goal: Redesign the recruitment lookbook as part of a brand refresh to create a more engaging and impactful experience.

My Role: Developed the concept inspired by Maslow’s Hierarchy of Needs, which led to restructuring the lookbook to visually highlight key elements of human motivation and reflect the basic needs prospective parents consider when selecting a higher education institution. Collaborated with content managers to refine hierarchy, led the design strategy, and implemented updated visual styles for the lookbook’s identity.

Team: Marketing Director; Jennie Sutherland, Content Manager: Camille Saad, Creative Director: Helen Elliott



The Goat
Identity Mark Design
The Goal: To create a secondary identity mark to unify the St. Edward's community during campuswide events and promote school spirit. This versatile mark combines elements from the retired Spirit Logo and the Athletics Topper Head, offering an updated, adaptable, and cohesive symbol for the community.  
My Role: Oversaw the design process from sketching phase to full vectorization, sourced the ideal freelance designer, developed style guidelines, and stepped in to handle design tasks as needed.

Team: Becky Plante, Helen Elliott, Kathia Ramirez
Reimagining Spaces
Mural Design and Environmental

Take a look at the unique mural designs created to enhance on-campus brand experiences.

View Work

A Vibrant Community
Videography Direction

The Goal: Put a unique spin on the traditional Christmas message by highlighting inclusivity and campus vibrancy, thanking the St. Edward’s community while celebrating its achievements.

My Role: Developed the storyboard direction and collaborated with videographers on video edits.

Team: Chelsea Purghan Autrey
Creating Captivating Platforms
Digital DesignThe Goal: Revamp online recruitment experiences for St. Edward's University. Enhanced website pages and campaign ads to strengthen brand identity and guide prospective students through their recruitment journey. Using authentic imagery and impactful design, we transformed the application process into an inspiring pursuit of higher education.
My Role: Partnered with campus teams to audit and optimize content hierarchy and layout, while designing engaging, student-focused web pages. Designed and reviewd campaign assets which included emails and performance ads.  
St. Ed’s Magazine
Magazine Design
Discover St. Edward’s University Magazine, celebrating the people, places, and experiences that shape the university's education.
View Work

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