For the IU’s annual recruitment cycle campaign, I have led the development and refinement of a cohesive brand experience, evolving the creative to reflect shifting enrollment goals while maintaining strong visual continuity. Over the years, this campaign has spanned high-impact digital advertising, large-format billboards, comprehensive print booklets, brochures, one-pagers, and targeted mailings—each strategically designed to guide prospective students and their families through the admissions journey. By building on established brand foundations and maintaining creative concepts, the campaign remains recognizable, relevant and engaging.