I do a lot of conceptual work. These two campaign approaches for St. Louis Community College were really intelligent and engaging examples of how a basic brand can really come alive at the campaign level.
The first concept, written by a comrade at the agency, illustrates the intelligent “real talk” reasons to explore STLCC as a higher ed option. The campaign really finds a strong sense of “life” and “pop” graphically. A contemporary layered approach and bold typography give this a style that sets it apart in very meaningful ways in the sea of sameness that is higher ed marketing. I self-performed all design on these.
I concepted, wrote and designed the second concept here. Built to deliver on the central idea of “There’s a Place for You Here,” the campaign shows that STLCC students are three-dimensional individuals with varied interests and passions. The core concept here is that it’s really not about co-opting the crest of some ivy-league to represent your personal brand, it’s about creating your own personal brand (represented by the individualized “passion-crests” here) and about how STLCC is one part of that. Overall, a visually engaging personal message of empowerment and validation.
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