Ohio State Executive Campaign

Adapting a newly launched university brand for experienced business professionals.

Campaign Design
Brand Adaptation
Process Work
Paid Social
Landing Pages
Creative Exploration
Visual Communication
Unbounce
Ohio State Executive Campaign hero visual
Opportunity icon

Opportunity

New Brand Rollout

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Deliverables

Paid Social & Landing Page

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Outcome

Client-Approved Campaign Direction

OVERVIEW

Translating a new brand for a different audience without losing its identity.

Following Ohio State's university-wide brand refresh, Fisher College of Business needed a campaign that would resonate with experienced professionals evaluating executive education. The project explored how the new visual identity could evolve for a career-focused audience while remaining unmistakably Ohio State.

HIGHLIGHTS

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Brand adaptation
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Campaign design
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Paid social
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Landing page design
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Creative exploration
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Cross-channel campaigns
Ohio State Executive Campaign overview visual

MY ROLE

Exploring multiple creative directions before building a cohesive campaign.

I developed several visual concepts, designed paid social advertising, created landing page wireframes and final UI, and extended the selected direction across multiple campaign touchpoints while adapting Ohio State's new brand standards for executive education.

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THE CHALLENGE

Balance institutional consistency with audience-specific communication.

Executive education audiences have different expectations than traditional undergraduate prospects. The challenge wasn't simply applying Ohio State's new brand—it was interpreting it in a way that conveyed credibility, flexibility, and career advancement while helping prospective students navigate multiple programs.

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DESIGN APPROACH

Explore broadly before refining toward a unified campaign.

By keeping messaging consistent across every concept, each exploration focused entirely on visual communication. Different approaches to typography, imagery, hierarchy, and composition were evaluated before extending the selected direction across paid social and landing page experiences.

OUTCOMES

A campaign that helped define executive education within Ohio State's evolving brand.

The final creative direction was enthusiastically received by the client and expanded into additional campaign materials. More importantly, the project demonstrated how thoughtful exploration can strengthen a brand by adapting it to new audiences without sacrificing consistency.

“THIS. IS. AMAZING. I love how clean it looks, but how it just simply screams Ohio State!”

“This looks great! Approved! Excited to see how it performs.”

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