USC Dana and David Dornsife College of Letters, Arts and Sciences
Constellation-Themed Admissions Campaign
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USC Dornsife, the academic heart of the University of Southern California, needed a reimagined suite of admissions materials that would capture the imagination of prospective students while honoring USC’s brand standards. The goal: communicate the scale, possibility, and human story behind a 21st-century liberal arts education.
Creative Concept Development
I developed the central visual and thematic concept for the campaign — inspired by constellations visible in the sky on USC’s opening night. The idea reflected how students’ experiences, like stars, begin to form a connected, meaningful path toward a brilliant future.
Visual System & Art Direction
Working closely with our design team, I helped build a modular design system that allowed every piece — from brochures to digital assets — to feel interconnected while allowing for flexibility across formats and mediums.
Client & Project Leadership
I managed the account from kickoff to final delivery, guiding the strategy, creative, and development workstreams. I navigated multi-layered university approvals and ensured cohesion across more than 20 unique assets.
Photoshoot Production
To ensure authenticity and emotional resonance, I produced and directed a custom student photo shoot, managing everything from creative planning to day-of logistics.
The constellation theme gave the campaign a sense of vision, wonder, and structure — helping students see how their future could take shape at USC Dornsife. The work was deployed across brochures, postcards, and a printed welcome kit, and extended into redesigned web experiences for admitted students. The response from both internal stakeholders and prospective students was overwhelmingly positive.
