UW IS WHERE THE HEART IS

AT A GLANCE

The University of Washington sought to make the arts part of every student’s experience and the College of Arts & Sciences aims to create ways for students to use the arts as a way to view, interact with, and impact the world. This includes curricular innovations, new courses and new channels to communicate the value of the arts to students. Part of this new arts initiative a marketing campaign was necessary to heighten brand awareness and encourage current students of all majors to engage in the arts at UW's Seattle Campus.

GOALS & OBJECTIVES 

• Increase awareness of the arts performance, events, venues, and courses available to current UW students.
   
• Convey the value of the arts and how it enriches student experiences regardless of major or areas of study though multiple channels (websites, email, social media, and outreach events)
  
   

OUTCOMES

The ArtsUW website launched and promoted through the UW Heart the Arts campaign. Student attendance to UW campus arts venues and performances increased. Course enrollment in  the College of Arts & Sciences increased as students in STEM majors opted to fulfill core requirements with credits in art introductory classes. 

ROLE & RESPONSIBILITIES

My role included developing an outreach campaign and creative concept for promotional collateral. Also, lead the creative direction of the new ArtsUW website redesign. Direct and drive UX and UI efforts by conducting focus groups with student target audience, hiring and supervising freelance web visual designer, presenting concepts and design to internal stakeholders, College leadership and UW partners. Collaborated with social media manager on creating social posts and digital promotions for ArtsUW. Delegated and art directed staff designers on swag for student-centered outreach events on campus.