Moore College of Art & Design
Work samples

Digital Viewbook

In 2023, we took the Moore viewbook digital. This annual publication, traditionally created as a print mailer, helps us reach and engage way more prospective students, with an eco-friendly delivery system. I oversaw creative direction and overall content strategy for a primary Gen-Z student audience and secondary Gen-X parent audience. The content is built around a friendly, welcoming and authentic tone, mirroring the College’s unique environment, paired with stunning visuals of the Moore community and student artwork.

In addition to receiving fanfare and positive attention from prospective students and families, the digital viewbook won multiple awards, including the 2024 Webby Award in the Websites and Mobile Sites, School/University category.

Fortune Teller Search Piece

In addition to the viewbook, every year, Moore creates a “search piece,” which is sent to tens of thousands of high schoolers around the country who are interested in art and design. I’d wanted to turn this piece into an old-school origami fortune teller for YEARS, and in 2023, we made it happen. Students were encouraged to perforate the piece to create a fortune teller / “idea generator,” and to fill in the blank spaces with their own artwork. Using the fortune teller revealed a creative prompt for making a new art or design work. The search piece linked directly to the digital viewbook, where students could upload their finished fortune teller designs and newly created artworks to an online gallery.

A New Moore.edu

Moore’s 2020 rebrand included a newly designed and streamlined website with clearer navigation, including a “For You” section so different audiences can find what they need quickly. The website was populated with clear, authentic and transparent copy—hallmarks of the Gen-Z consumer sensibility.

Print Brochures

Print isn’t dead at art and design schools. Busy students and their families still like to get things in the mail—but it has to grab their attention. This example is from a brochure for Moore’s Summer Art & Design Institute—a program for creative female and nonbinary high school students. My goal was to appeal to a student’s interest in art and design (and their parents’ interest in future job prospects) while underscoring the fun factor of spending a summer with their people.

Video Scripts

I scripted many videos to market the College externally—such as the award-winning Meet Your Major series (see above)—and to galvanize both external and internal audiences around the Moore brand, such as an intro video of Moore’s 11th president (see below).

Digital Advertising

I worked closely with outside vendors and agencies on digital ad creative and contributed a fair amount of my own copy to these campaigns.

Alumni Heroes

How could we make the Moore experience feel most appealing to high school students looking for the best fit, as well as their families, who were looking for the best ROI? I devised the “Alumni Heroes” content stream as a way of speaking to both audiences, and I worked with my team on leaning into a superhero aesthetic, which was appealing to current and prospective Moore students. Alumni Heroes won a GDUSA Inhouse Design Award in 2023.

Presidential Communications

I wrote a lot of letters from the president. Sometimes they were fun (exhibit A, above) and sometimes they were solemn (exhibit B, below). These missives set the tone for the entire community and how we functioned. While I hope I never have to write another COVID-related letter again… I’m now quite experienced with addressing the emotional gamut of the contemporary college experience.