photography, publication Design — west virginia university, 2023.

As we began brainstorming for the 2024 WVU Recruitment Plan, we decided that it was time to give the WVU brand a facelift. We did away with our 60+ page ‘Big Viewbook’ in favor of separate, pared-down lookbooks — one focused on academics, the second focused on the student experience.

As the lead designer for WVU Recruitment, I worked with Creative and Design Directors to define the look of our new brand. With streamlined copy, bigger and better visuals, and some new typefaces and graphic elements, these pieces are designed to be more appealing to Gen Z while still delivering all the key information needed to make an informed decision about college. Although I wish we had redefined the brand before the Academic Lookbook was finalized, I enjoyed seeing the evolution of our brand happening in real-time.