Creative Direction

Freshman Viewbook

The freshman viewbook is sent to prospective sophomore, junior, and senior students, as well as applicants and admitted students. Its goal is to provide a broad overview of UND, including academic programs, student life, and next steps.

As Assistant Director of Creative & Brand Strategy, I was involved from concept to completion. I participated in brainstorming sessions, led weekly design check-ins, and reviewed project drafts to provide creative direction that kept the admissions campaign on strategy while pushing the creative execution.

7 in x 9 in, 24 pages
Design Style: Undergraduate Recruitment Campaign
Design: In-House Designer
Photography: In-House Photographers
Content: UND Admissions and Marketing & Creative Services
Creative and Brand Direction: Jes Kinneberg

Digital Ads

UND's in-house creative team develops all digital advertising for the university's media campaigns, which are managed by our in-house multimedia team.

As Assistant Director of Creative & Brand Strategy, I oversee the creative direction for recruitment advertising by aligning messaging with campaign strategy, leading creative reviews, facilitating design critiques, and approving final creative to ensure each campaign remains on brand and strategically focused.

Design Style: Undergraduate & Graduate Recruitment Campaigns
Design: In-House Designers and Videograhpers
Photography: In-House Photographers
Content: In-House Digital Marketing Specialist & Assistant Director of Creative & Brand Strategy
Creative and Brand Direction: Jes Kinneberg

UND Athletics Identity

In 2016, I was selected to participate in the RFP process to select the agency responsible for developing the Fighting Hawks athletics identity. I helped evaluate proposals, review creative approaches, and provide feedback throughout the selection process to ensure the new identity aligned with the university's vision, values, and long-term brand strategy. Additionally, I was part of the working group responsible for providing creative direction to the agency as they developed the final visual identity. Working alongside university leadership and key stakeholders, I contributed to the foundation of a visual identity that continues to represent UND Athletics today.

In 2023, I was part of a small working group tasked with researching opportunities for a broader system of secondary athletic marks.. I explored peer institutions, identified strategic needs, and designed the initial concepts. Those concepts were then refined by a third-party vendor, resulting in a set of secondary marks that complemented the primary athletics logo.

Environmental Graphic Brand Consultation and Creative Direction