Data-Driven Success: VMI's Transformative Brand Campaign
Utilizing quantitative and qualitative data to execute Virginia Military Institute’s most impactful marketing campaign, which achieved remarkable success and became a defining element of the Institute's brand identity.
I was privileged to lead Virginia Military Institute's first major brand refresh in 13 years. This project included extensive market research and competitive analysis, during which I engaged deeply with key stakeholders through focus groups, surveys, and one-on-one discussions. The insights we gathered were invaluable in shaping a comprehensive, scalable, and sustainable brand style guide.
We introduced fresh visual elements, refined branding guidelines, and created a cohesive design library. The result? The "Don't do ordinary." campaign has become the longest-running campaign in VMI history. This initiative significantly boosted brand recognition, consistency, and engagement across all platforms, making an impact that will be felt for years to come.
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Pioneered the first market research initiative in 13 years, conducting a competitive analysis of senior military colleges.
Engaged stakeholders through focus groups, online surveys, and one-on-one discussions to gather comprehensive insights into factors influencing enrollment, current institutional challenges, and student outcomes.
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Established a distinctive tone and voice for consistent communication, complemented by key messages and taglines that reflect the brand’s values and mission.
Developed comprehensive usage guidelines to standardize the application of brand elements and set standards for coherent visual content.
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Developed comprehensive usage guidelines to standardize the application of brand elements and set standards for coherent visual content.
Expanded the color palette to include environment-inspired hues—blue and burgundy (uniform colors) and tan (stucco architecture).
Provided comprehensive logo usage guidelines, designed new Division 1 Athletics logos for all team sports to enhance brand recognition, and introduced new iconography standards.
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Developed a comprehensive library for related agencies, foundations, and affiliate groups, including application examples across various mediums such as business cards, letterheads, and ads. Established layout structures and grid systems for design consistency, alongside digital and print guidelines covering website elements, social media visuals, and printed materials like brochures and flyers.
Ensured all brand materials meet accessibility standards for individuals with disabilities.
Audience Segmentation
Parent Brochure for Admissions
Designed for Parents and Families of Prospective Cadets
Graphic Design | Photo Curation | Copyediting
It means something.
A small, nationally ranked college committed to leadership development in a military environment, VMI hones values of honor, discipline, selflessness, commitment, duty, self-reliance, and service. These attributes are in high demand and develop as a result of academic and physical challenge.
Men and women of VMI are free to choose military or civilian careers. VMI cadets are exposed to diversity of thought in a complex and changing world and are encouraged to pursue their individual dreams. They are prepared for the future and anything it may bring. VMI diplomas carry with them a reputation for academic excellence and leadership proficiency.
VMI graduates have embraced the challenges of no ordinary college and, as a result, experience lives that are far from ordinary.
Out-of-Home Advertising
Virginia Military Institute
Richmond International Airport
I led the development and execution of a series of large-format digital billboards to enhance brand visibility and drive admissions for Virginia Military Institute. This initiative significantly increased awareness and interest in VMI’s admissions, effectively reaching travelers at a key transportation hub.
Concept Development | Graphic Design | Copywriting | Production
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Collaborated with stakeholders to create a compelling campaign that resonates with prospective students.
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Designed eye-catching visuals that effectively communicate the unique offerings and values of the institution.
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Crafted concise and impactful messaging to engage the target audience and encourage inquiries.
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Oversaw the production process to ensure high-quality displays that met technical specifications.