Back to School Campaign

For Western Governors University, the Back to School Board campaign was developed as an annual summer-to-fall enrollment initiative designed to reach prospective students during the seasonal “back to school” mindset.

The concept was inspired by traditional first-day-of-school boards, reimagined for adult learners and families considering higher education. I developed the core idea and visual direction, establishing a playful yet intentional system that connected emotionally with the audience while reinforcing the idea of returning to education at any stage of life.

I worked closely with the in-house team to art direct the accompanying photoshoot, ensuring the imagery aligned with the concept and supported a cohesive campaign narrative across channels. The system was then extended across digital, social, and marketing assets to maintain consistency and impact throughout the rollout.

The campaign resulted in a 176% increase in organic traffic, reinforcing the effectiveness of a concept-driven approach to enrollment marketing.