pieces of you, pieces of here

with national college enrollment declining due to the post-2008 birth rate dip, this campaign reimagines how the loyola sign program could connect with prospective students on a deeper, more personal level. rather than relying on generic recruitment materials, i designed a tactile welcome kit centered around a sketchbook. a creative artifact that invites reflection and ownership. the sketchbook opens with the phrase: “before this inspires you, remember what brought you here.” inside, a branded canvas pouch includes new orleans–inspired stickers, cultural and visual markers of place. students are encouraged to use the sketchbook to reflect, draw, and record what defines them. as they enter a new phase, they’re reminded that creative work starts with where you’re coming from. a custom hoodie grounds the experience with something wearable and personal, helping create a sense of belonging to a program and a city. the project draws from five core ideas: belong / belonging / hoodie carry / process / tote reflect / reflecting / sketchbook discover / discovery / pouch create / intention / box what i was working with//
a brief that asked for more than just recruitment, it asked how the program could feel personal again. the goal was to create a connection before a decision was even made. i worked with institutional limitations and a program identity that needed more warmth, story, and place-based relevance. what stuck with me//
the idea that creativity isn’t about where you’re going, it’s about where you’ve already been. that students apply not just because of a program, but because of something in them that already wants to grow. remembering that the beginning is part of the work was a grounding concept that shaped everything. what came out of it//
a recruitment kit that feels more like a gift than a pitch. something tactile, soft, and real. the campaign makes space for reflection and personal authorship, giving students a way to see themselves in the work, not just the school. constraints
must fit within undergraduate admissions mailing limits; budget-conscious print materials and apparel; no video or digital interactivity; concept had to function without being physically demoed on campus. materials had to feel premium without high production costs.