case study

For the largest college at the University of Southern California, we created a multi-part admissions campaign designed to inspire and convert prospective students. Through a coordinated suite of print materials—including a viewbook, conversion brochure, and program-specific pieces—the campaign showcased real student voices and authentic photography to capture the spirit of the Dornsife experience and drive enrollment.

The Challenge

As USC’s largest college with dozens of majors and minors, Dornsife needed to unify its recruitment communications and better connect with a competitive audience. The challenge was to tell a cohesive story that appealed to a wide range of academic interests while still feeling personal and genuine. The materials needed to balance emotion and information—speaking to students and parents alike—and maintain consistency across departments.

Our Approach

We began with interviews across three key groups—current students, prospective students, and parents—to understand motivations and perceptions. Insights from these conversations shaped a creative strategy rooted in authentic storytelling. We invited current students to submit photos of campus life and paired their images with real quotes from students, alumni, and faculty. Working closely with the Dornsife team, we built a system aligned with USC’s master brand while giving the college a distinct, relatable voice.

The Solution

The resulting campaign gave Dornsife a flexible, scalable suite of materials that strengthened their recruitment messaging and visual identity. The authentic imagery and consistent design language helped prospective students see themselves on campus, while the internal team gained adaptable tools to maintain cohesion across programs and future enrollment cycles.

SERVICES PROVIDED

Project Management
Creative Direction
Copywriting
Print + Digital Graphic Design
Social Media Campaign