about

As creative lead, I built the system from research through rollout, working across teams and departments to align message, tone, and visuals. Choose GBC is a full service awareness and enrollment campaign designed to reposition Great Basin College as a first-choice option for local and remote students through bold creative, systemized messaging and cross-channel delivery. Initially requested as a simple flyer for an event, I have taken Choose GBC from a flyer layout to an entire sub-brand and campaign for GBC’s 2025-2026 enrollment efforts.

role

  • Creative Director, Art Director, Designer, Copywriter, Photographer, Campaign Lead

  • GBC’s reputation was stuck: the fallback school, not the first choice. We needed to shift perception, energize enrollment, and unify the voice across departments.

    Brand identity was fractured across departments. Messaging lacked cohesion. Visuals were inconsistent. Enrollment growth demanded more than ads and it needed a unified story

    1. Interviewed students and staff to surface perceptions, obstacles, and language patterns

    2. Developed a new campaign identity: “Choose GBC” - confident, choice-forward, and ownable

    3. Built a visual system using:

      • Bold layouts using GBC’s overlooked collegiate typeface, Prohibition, to evoke academic pride with edge.

      • Authentic student photography layered with stock where needed

      • Flexible brand marks for print, social, OOH, and merchandise

    4. Developed audience-specific messaging pillars

    5. Created a toolkit for decentralized rollout, ensuring cohesion

    6. Ran iterative creative sprints using early performance data to refine creative direction

  • Most visually consistent and expansive campaign in GBC history

    Used across admissions, marketing and student life

    Built a student-focused merchandise suite as an identity extension such as t-shirts and stickers.

    • Strong interest in the 20-40 age group

    • 1.2 Million Impressions

    • 29,000 clicks to site

    • 21% YoY Enrollment Growth

    • Earned praise from campus leadership for elevating institutional perception

    • Toolkit still in use across digital, print, and event branding

The goal wasn’t to sell school. It was to make GBC feel like a real choice. The system scaled college-wide and remains in use across enrollment campaigns.

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