UW–Madison's Peer Reputation Campaign was designed to strengthen the university's reputation among higher education leaders through a clear and memorable narrative. Working alongside a creative team, I helped develop a scalable visual system that unified print, email, and digital experiences.
Visual Identity System
I developed the campaign's visual identity system, creating a design language that felt confident, energetic, and distinctly Wisconsin. Through typography, imagery, and graphic elements, the system established a recognizable framework that brought clarity and consistency across every touchpoint.
Print Mailer
A key campaign piece was a trifold direct-mailer for university leaders and peer institutions. It used clear hierarchy, visual rhythm, and concise messaging to connect research, education, accessibility, and public service into a cohesive story.
E-Mails & Web
I designed two campaign emails and provided visual consultation for web imagery, helping create a cohesive digital experience aligned with the campaign identity.
Outcome
The campaign established a unified visual system that connected print, email, and digital experiences under a single narrative. By turning a complex institutional story into a clear and recognizable identity, it created a flexible foundation for communicating UW–Madison's impact with clarity and confidence.
Team credits
Photography: Althea Dotzour, Bryce Richter
UX & Web Design / Content Strategy: Nick Gonzales
Creative Direction: Danielle Lamberson Philipp
Copy direction: Gayle Worland
Brand Strategy: Angela Barian