University of Kentucky

The University of Kentucky’s online Master of Science in Criminal Justice program needed a bold, modern campaign to position it among the nation’s best: one that communicated both academic rigor and real-world relevance. I led design and creative direction and strategy, partnering closely with our copy and brand teams to craft a unified creative vision that merged visual storytelling with purpose-driven messaging.

Working alongside a copy manager, copywriter, and senior designer, I developed two comprehensive campaign concepts: “Redefine Justice” and “Justice Driven by Purpose.” Each explored the program’s distinctive blend of social responsibility and career readiness, reimagining criminal justice education as a pathway to leadership, advocacy, and systemic impact.

I oversaw and executed nearly all of the design work myself, collaborating cross-functionally with integrated marketing managers, email specialists, and our SVP of Marketing to ensure each concept was strategically sound and ready for multi-channel activation. The result was a visually cohesive, message-forward campaign system that showcased the program’s unique position at the intersection of justice, empathy, and innovation.