The George Mason University College of Public Health sought to elevate its identity with a fresh creative direction that reflected its pioneering spirit and community impact. Partnering with a brand strategist and copy manager, I led the design and content strategy for two distinct campaign concepts, each rooted in the college’s deep research and commitment to advancing public health.
I guided the visual and messaging approach from concept to presentation, shaping tone, hierarchy, and storytelling across all channels. My work included developing a new photography style and art direction that captured authentic, human moments, alongside modern design treatments that redefined the college’s brand expression.
The resulting concepts–“Trailblazers Welcome” and “Make It Happen Here”—each spotlight a different dimension of Mason’s identity. Trailblazers Welcome celebrates the college’s legacy as Virginia’s first and its ongoing drive to lead, while Make It Happen Here highlights the power of partnership between student ambition and institutional excellence. Together, they position George Mason’s College of Public Health as a place where innovation, impact, and purpose intersect.