THE CHALLENGE
Create emotionally resonant work at enterprise scale, align dozens of stakeholders and give every campus and school room to sound like itself without losing the larger IU story.
All work
Higher education / Enterprise brand
Indiana University
One university. Nine campuses. Thousands of stories.
Creative leadership across a complex university system, from enrollment campaigns and brand films to animation, executive communications and stories built around belonging.
- My role
- Head of Creative Production, then agency partner
- Chapter
- 2017–2022, with continued agency partnership
9campuses supported
1.3M+Power of U views
4+years leading creative
THE STORY
Indiana University is not one audience or one message. It is a nine-campus system serving prospective students, alumni, donors, faculty, staff and communities across the state. The work had to honor one of higher education's most recognizable brands while still feeling personal enough for people to see themselves in it.
WHAT I LED
I led creative strategy and production, built multidisciplinary teams, directed campaigns, managed budgets and outside partners, and worked directly with university leaders across IU's decentralized system. After leaving the university, I continued the relationship through CSA as an approved IU vendor.
THE IMPACT
The work supported enrollment, fundraising, institutional pride and reputation. The Power of U campaign surpassed 1.3 million views, while A Place to Be Yourself reached more than 219,000 people with a human story about belonging.
SELECTED FILMS
THE STRATEGY, IN MOTION.
LEADERSHIP ACROSS
Creative leadershipBrand storytellingCommercial productionExecutive partnershipTeam developmentMulti-campus operations