Brand Management and Evolution
Recruitment Campaign Evolution
Recruitment Campaign Evolution
In 2019 and 2020, UND’s Division of Marketing & Communications conducted market research to guide the evolution of recruitment campaigns for various prospective student audiences including undergrad, online, military, and graduate.
The research and initial creative recommendations were then expanded by the in-house creative team and marketing strategists. As Assistant Director of Creative & Brand Strategy, my role was to explore how far we could push each campaign to meet the needs of each audience while staying true to the core Leader in Action brand.
Each campaign has successfully connected with its audience. It reinforces that UND is full of leaders while showing prospective students what leadership can look like for them. For undergraduate students, that meant demonstrating that leadership comes in many forms, both big and small. For military, online, and graduate students, it meant showing that the degree they were pursuing was work worth doing and a meaningful step toward their next stage of leadership.
Additional Milestones
Throughout my career at the University of North Dakota, I have been focused on creating a structured, scalable brand. Through research, collaboration and dedication, I have accomplished the following milestones.
Collaborated with colleagues to conduct Brand Health Surveys in 2019, 2021, 2023, and 2025.
Utilized the data collected to identify areas for brand improvement and evolution.
Used market research to guide advancement of recruitment campaigns for specific audiences.
Regularly updated the UND Brand website and Brand Book based on brand evolution.
In 2021, a major update combined three documents, updated the brand voice and tone, added competitive marketing positioning, showed customization options for messaging, added Seal, mascot, and color info, added video guidelines, updated brand assets, and provided stronger examples of brand use.
In 2023, the brand messaging and content was updated to incorporate Strat Plan messaging.
In Fall 2026, we will launch a major brand asset update, providing campus with an expanded library of graphics currently used only in recruitment campaign material. Additionally, we are adjusting our brand training to a 3-track process for various user experience levels.
Developed various campus outreach opportunities, including training processes, a campus-wide brand information event, and a campus creative council for cross-campus collaboration.
Developed building décor guidelines to enhance environmental branding and standard sign categories related to environmental graphics.
Conducted a campus-wide unit logo audit.
Used audit data to improve the unit logo system for both reproduction and scalability.
Serve as the brand consultant for all new UND buildings and remodels where I provide brand approval for all finishes, upholstery, storytelling and environmental graphics.
Expanded the Athletics Fighting Hawks mascot mark poses and guidelines.
Worked with a third-party vendor to add two secondary Athletics marks to the Fighting Hawks brand identity.
Documented and centralized student organization and club sport brand use guidelines.