









DRAKE UNIVERSITY
Admissions Materials
Graphic Design, art direction, COpywriting
In 2018, Drake adopted a radical new visual identity, focused on bucking the clichés of higher education marketing. This new 'toolbox' uses informal language and an unpredictable design style to engage more authentically with prospective students. When high-schoolers receive that obligatory stack
of college marketing in the mail, Drake's new branding ensures it will stand apart.
The reality of a medium-to-small-sized university is that this brand will be handled by a ton of different designers, often in different departments that never interact. With a grid-breaking visual style like this one, it can be challenging to maintain a consistent, cohesive brand in that kind of environment. So, beyond just designing the collateral, I also established and documented consistent brand guidelines, allowing future stewards to "speak Drake" with minimal onboarding. This culminated with a complete rewriting of Drake University's brand standards book.