Brand | UMass Boston

Campaign | Your Experience. Your Story

Industry | Higher ed.

Voice | Student-centered, knowledgeable, approachable.

The Challenge

UMass Boston had outgrown how it was being perceived. With expanded programs, increasing research, and R1 status, the work needed to reflect where the university was going, not where it had been. At the same time, messaging needed to feel more human and student-centered, connecting with prospective students and families on a national and global scale. I partnered with the marketing team to develop copy across video, email, web, and print to help shift that perception.

The Concept

College decisions aren’t just about institutions. They’re about identity. This campaign repositioned UMass Boston around the student’s story, not the school’s

The Executions

The campaign extends across print and digital channels designed to reach students throughout their decision process.

My Role

I helped evolve the campaign voice by shifting away from traditional academic language and toward a more conversational, relatable tone. My focus was on making the messaging feel more human and accessible, allowing prospective students to better connect with and see themselves at UMass Boston. I worked closely with the marketing team to ensure consistency across channels and executions.

Streaming Ad: Boston is Waiting

This ad targets prospective students and appears on digital and streaming platforms like YouTube. It’s designed to encourage accepted students to take the next step and commit to UMass Boston.

The spot reinforces the campaign message by helping students picture their future UMass Boston, highlighting the experiences, opportunities, and outcomes they’ll gain along the way.

My Role
I wrote the script and worked with the videographer and marketing team to make sure the messaging aligned with the campaign voice and inspired the right visuals.

OOH Executions

These out-of-home concepts focus on the experiences, discoveries, and accomplishments that define a student's time at the university. The campaign invites prospective students to envision what's possible while subtly incorporating UMass Boston's recently earned R1 designation as proof of the opportunities available to them.

My Role

I wrote the lines and influenced the visuals for these concept explorations currently in development.