The New School — Parsons Campaign Concepts

Creating campaign concepts for an audience that notices the details.

Paid Social
Campaign Design
Creative Exploration
Higher Education
Multi-Format Design
Art Direction
Parsons campaign concept
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Context

Agency RFP

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Audience

Creative Professionals

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Deliverable

Paid Social Concepts

OVERVIEW

Designing campaign concepts for one of the world's leading design schools.

As part of a competitive agency pitch, our team developed paid social concepts to support enrollment for Parsons' business certificate programs. The creative needed to resonate with practicing designers and creative professionals while reflecting the distinctive personality of one of the world's most recognizable design schools.

HIGHLIGHTS

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Agency RFP
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Paid social
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Campaign concepts
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Multi-format design
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Creative direction
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Audience-specific design
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MY ROLE

Creating campaign concepts across multiple formats.

I designed seven creative concepts for the agency's RFP response, adapting each one across square, landscape, and vertical formats. The work explored different visual directions while maintaining a consistent campaign framework for presentation.

THE CHALLENGE

Designers are a difficult audience to market to.

The audience wasn't just evaluating the message—they were evaluating the creative itself. The concepts needed to feel credible to practicing designers while demonstrating that we understood the Parsons brand and the audiences it serves.

DESIGN APPROACH

Let the imagery tell different stories.

Each concept paired a consistent layout with different photography and environments to represent the range of creative professionals served by Parsons. Rather than changing the message, I explored how imagery and visual tone could appeal to different audiences while remaining part of the same campaign.

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OUTCOMES

A flexible campaign built around a single visual framework.

The final presentation demonstrated how one campaign could speak to multiple creative audiences without losing consistency. By combining a shared layout system with targeted imagery, the concepts showed how the Parsons brand could remain recognizable while adapting to different disciplines and advertising formats.