Enrolling in a new campaign
A private university in small-town Florida, Stetson isn’t for everyone. The courses are tough, the location is quaint, and the degree comes with sticker shock. But the payoff? Priceless — if you’re the right student. After noticing a decline in applications and an uptick in student attrition, Stetson needed a recruitment campaign to attract incoming scholars.
Concept 1: Your own path
Stetson University is a place for the pioneers. The wavemakers. The trailblazers. I spearheaded the concept "Your Own Path," which defines the student as the pioneer of their own future — using Stetson to discover their unique path toward success. Collaborating with our senior art director, we developed a type treatment in which the headlines formed distinct paths.
Concept 2: Be seen
Stetson is a small school with pretty big advantages. Not only is it a university students will want to be seen attending, but it's somewhere where they'll feel seen. The "Be Seen" campaign emphasizes the school’s intimate learning environment while nodding to its prestige and academic rigor. Readers get a glimpse of what college life would look like through the lens of the headline.
