University of Michigan-Flint
Recruitment strategy, creative direction, art direction & design

The University of Michigan-Flint had a significant transfer student population but very little recruitment material created specifically for them. A colleague and I recognized that gap and proposed developing a piece that would speak directly to prospective transfer students and the questions and experiences that are unique to their path to college.

I developed the creative approach around the story of an actual UM-Flint transfer student rather than relying solely on traditional recruitment messaging. I was involved in selecting Harley for the feature and got to know him while developing the piece, allowing his experience to become the heart of the story and helping prospective students see a real person who had successfully made the transition to UM-Flint.

This project became especially meaningful to me because my connection with Harley continued long after the piece was finished. We stayed in touch, and I later hired him as a student employee in my office. What began as an effort to make transfer recruitment more personal ultimately became one of the many student relationships I valued during my years at UM-Flint.