COVID Virtual Visits Campaign — 2020 Education Digital Marketing Award Winner

When the pandemic hit, college visits and recruitment were turned upside down. IUP, like many other schools, was forced to convert all in-person visits and events to virtual experiences, but simply making the switch wasn't enough. IUP needed to find a way to break through and stand out among the countless universities doing the same thing.

The result was Virtual IUP, a multichannel communication plan consisting of a fully redesigned microsite, email and print communications, digital advertising, and organic social media.

Virtual IUP features 8-bit pixel art with the Crimson Hawk mascot, Norm, running through different levels to reach the finish line. This distinctive departure from our traditional marketing style was intentional. We wanted to capture students' attention and playfully nod to the idea that, at the time, we were all living in a virtual world. Leaning into our brand's lively tone, we created a fun, light-hearted approach that made these events truly memorable.

As IUP rolled out its new brand identity in 2019, the university needed more than updated print materials and digital assets. The brand had to show up physically in the community, on the streets of Indiana, across campus, and in the everyday spaces where students, faculty, and community members already were. As part of the broader rebrand effort, I designed a series of environmental wraps, bus wraps, and window clings that brought the new IUP visual identity into the real world. The work extended the brand beyond the screen and the page, turning buses, buildings, and public spaces into touchpoints that reinforced school spirit and introduced the refreshed look and feel to the wider Indiana community.