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Closer Than You Think™
The Closer Than You Think™ campaign was sponsored by Colorado University and Colorado State University’s student services. It’s mission is to bridge the gap between rural students and parents to accessible college opportunities.
The challenge was to create a cohesive and resonant brand identity and campaign that could be versatile across various media platforms.
Art Direction
One of my key responsibilities was to provide art direction and guidance to our creative partners during the campaign development process. I worked closely with the team to ensure that the visual elements of the project aligned with the creative vision and objectives of the client, to push the needle on how colleges communicate and create awareness to the accessibility of higher education in rural Colorado.
I conceptualized and directed the creation of a central art piece – a vibrant and dynamic mosaic that encapsulates the diversity and spirit of Colorado and its student community. This art piece was designed to be fragmented, allowing each segment to stand alone in different campaign assets while maintaining a unified narrative.
My Role: Creative Director, UI:UX Design
• UI:UX Design
• Conceptual Development
• Brand Identity
• Social Media, Digital, Radio
The Mosaic
The central mosaic art piece was conceived as the heart of the "Closer Than You Think" campaign, embodying the diversity and unity of Colorado's educational landscape and its students.
This art piece was strategically crafted to serve multiple functions—each fragment of the mosaic tells a unique story, allowing us to tailor messages for specific demographics while maintaining a cohesive campaign identity.
The decision to create one comprehensive piece that could be segmented for various uses was driven by the need for flexibility in digital media. It ensured that every ad, social media post, and digital banner could carry a piece of the broader narrative, enabling us to weave a rich tapestry of interconnected stories that resonate across platforms.
Video Assets and Animation
For the campaign's video assets, including content for CCTV and OTT platforms, a meticulous process was undertaken to bring the static elements of the mosaic to life through animation.
This endeavor required not just technical skill but a deep understanding of the campaign’s core messages, ensuring that the movement and flow of the animation would carry the viewer through a journey of discovery and inspiration.
Voiceover casting was critical in adding a human touch to the visuals, selecting voices that could convey warmth, authenticity, and relatability. These voices became the narrators of our story, guiding the audience through the mosaic of opportunities that higher education in Colorado represents, making the campaign's message not just seen, but felt.
Various Digital Media and Social Assets
Brand Identity
In the development of the 'Closer Than You Think™' campaign, I spearheaded the creation of comprehensive brand guidelines to ensure uniformity and coherence across all communication touchpoints.
My approach was meticulous, with every creative asset crafted to embody intentionality and cultural sensitivity. Collaborating closely with Hispanidad, our internal team at Human, and our creative partners at Friends Of Mine, we successfully launched the campaign in December 2023. This collective effort was instrumental in achieving a seamless and impactful campaign rollout, laying a solid foundation for its future phases.
Closer Than You Think. org
The closerthanyouthink.org webpage serves as a pivotal online hub, designed to unite colleges across Colorado in a shared mission to extend higher education opportunities to rural students.
Its core purpose is to simplify the search for financial aid options and scholarships, creating a singular, easily navigable resource for both students and their parents. By consolidating essential information and tools in one accessible location, the webpage aims to demystify the college application process, making it clearer and more approachable for families navigating the complexities of financial planning for higher education.
This initiative underscores a commitment to breaking down barriers to college access, ensuring that every student has the opportunity to pursue their educational aspirations without being hindered by geographical or financial constraints.
Results
8-week campaign will deliver over 20M initial quantifiable impressions (apart from terrestrial radio)
Conversion path strategy proven
Conversion data pointed to the efficacy of messaging driving action for each of our 4 audience cohorts
Research paired with performance data formed a robust foundation for crafting Phase 2 campaign strategy
Initial campaign results drove further investment and stakeholder participation
