Dornsife College is the largest school at USC, responsible for 1,300 new students each year navigating 80+ possible majors. They were getting lost in the noise of all the other schools at USC and seen as the 'default', which didn't capture what made Dornsife special: the ability to double major, travel, intern, and craft a truly personalized education. They needed a creative partner to push beyond convention and let design tell the story their words couldn't.
A holistic brand experience
I led the strategy for a complete marketing collateral overhaul, participating in initial concepting, refining and pitching the selected direction, then overseeing execution of 20+ pieces. By mapping the exact sequence students would receive materials throughout their enrollment journey, we ensured every touchpoint built on the last, creating a cohesive narrative rather than isolated moments.
Customized student journeys
The visual identity was a complex one involving composites showcasing real USC Dornsife students living multifaceted academic lives and constellations pulled from the night sky on the day Dornsife first opened. Photography from LA and study abroad destinations highlighted in student opportunities while the constellation evoked a navigational tool for students charting their own four-year journey.
Making 80+ majors navigable
One of the biggest strategic challenges was rethinking how students discovered majors. The traditional three-bucket system wasn't working for 80+ options, so I worked with the admissions team to develop five skill-and-interest-based clusters, resulting in a Major Cluster Map that helped students navigate possibilities and plan their educational path.
From print to digital
After the campaign's success, Dornsife wanted to extend the identity online. I directed strategy and oversaw the design and development of an admitted student microsite aimed at reducing melt by re-emphasizing Dornsife's unique benefits through the new visual language we'd created.
More than a refreshed brand, this project was a complete rethinking of how USC Dornsife communicates with prospective students, proving that thoughtful design combined with a clear communication strategy could transform the admissions process and create lasting connections with the next generation of USC Trojans.
