Brand Launch & Campaign Activation
Committed to your success
Committed to your success
When I started as a senior designer, the marketing team developed a new corporate value proposition and brand pillars. During a period of organizational volatility, this campaign sought to build internal awareness, secure executive sponsorship, and train 4,200 frontline employees to live the brand promise daily.
Following the creation of a new brand direction, University of Phoenix faced the dual challenge of reviving employee pride and convincing skeptical executives to actively lead high-visibility operational projects. The internal brand messaging had to strike a delicate balance: it needed to be deeply emotive and 'heart-string pulling' without being overly sophisticated or pretentious.
The marketing department established a structured activation timeline. Rather than asking campus directors to organize separate training schedules, I led the project to design a packaged toolkit – complete with every day tools, educational materials, and environmental posters. And prepared materials to host brand stakeholder workshops to align external relations, public relations, and internal communications. student-facing staff so they can speak confidently and cohesively about the ‘Committed to Your Success’ campaign. Since we are in the education space, it made sense to me house all the various tools and materials in a package that opened up like a book. I designed a posters series using the new color palette paired with proprietary photography to help bring the story to life. This allowed campus employees to activates their “everyday” spaces with visuals and messaging to reinforce campaign points.
This transformed employee morale, fostering a strong grassroots belief in the brand value proposition during a highly volatile period. The initiative successfully unified university leadership, achieved high employee recall of the brand pillars, and motivated three-quarters of the executive team to sign up as champions for critical operational initiatives. Rebuilt internal confidence and ‘electric excitement,’ successfully empowering frontline employees to articulate the university's regional accreditation, real-world faculty, and adaptive online classrooms. This resolved frontline anxiety and equipped staff with the exact language needed to ease prospective student doubts about program quality.
The rollout of new materials and training was a resounding success, delivering both immediate and lasting impact:
Measurable Uplift in Engagement
Participation in workshops exceeded expectations, with staff expressing renewed enthusiasm and clarity about their role in the brand’s story.
Participation in workshops exceeded expectations, with staff expressing renewed enthusiasm and clarity about their role in the brand’s story.
Stronger Advocacy Behaviors
Staff became vocal champions – sharing campaign messages, modeling brand values, and supporting one another in delivering a unified student experience.
Unified Brand Voice
Across all student-facing touchpoints, the brand’s promise was consistently and authentically communicated, strengthening trust and connection with students.
Across all student-facing touchpoints, the brand’s promise was consistently and authentically communicated, strengthening trust and connection with students.
Grassroots Movement
What began as a strategic initiative evolved into a grassroots advocacy channel,
with staff leading the charge in sustaining and evolving the brand from within.
What began as a strategic initiative evolved into a grassroots advocacy channel,
with staff leading the charge in sustaining and evolving the brand from within.
In Campus
