Penny W. Stamps School of Art & Design
Campaign strategy, creative direction, art direction & design

Stamps had previously promoted its Pre-College programs through print and digital advertising, but I saw an opportunity to create a stronger connection between the program and the University of Michigan brand. I proposed a new creative direction that brought maize and blue more prominently into the campaign while keeping the work energetic and approachable for a high school audience.

I developed the “Dare to Create” campaign concept and tagline and directed the student photography used throughout the campaign. I wanted prospective students to see both the creativity of the Stamps experience and the value of attending a Pre-College program at the University of Michigan.

My role extended beyond the creative development of the campaign. Working with a colleague, I partnered closely with our outside digital marketing agency to determine where and how we would reach prospective students. We reviewed campaign analytics weekly, evaluated performance, and made adjustments when needed to improve the effectiveness of the advertising.

The campaign supported continued growth in Pre-College enrollment and helped establish a more recognizable connection between the program, Stamps, and the University of Michigan.