Vanderbilt University
Brand equity campaign concepts + Giving Day hype video script
Brand Equity Campaign
Brand awareness campaign concepts developed for Vanderbilt leadership.
When an outside agency's brand equity concepts didn't land with leadership, Vanderbilt’s internal creative team stepped in and took the reins. I led the concepting and developed three distinct campaign directions, each with its own name, core message, emotional appeal, and brand rationale.
The work was collaborative: brainstorming with design, PR, and brand; me writing the messaging; then passing it off to design so they could bring it to life: think mock-ups of coffee cups, wheat-paste posters, billboards, bus stops, pop-up carts, print collateral, and social posts.
The brief: make Vanderbilt stick in the mind of a new kind of leader—skip the legacy and prestige. Focus on warmth and authenticity, and speak to a generation redefining what leadership actually means.
Giving Day Hype Video
A 60-second video script to rally the VU community around the university's annual day of giving.
The brief called for messaging inclusive enough to resonate across the entire VU community—alumni, students, parents, staff, and faculty—while staying upbeat. Two points to land: the impact of giving, and that every gift, regardless of size, makes a difference.