It's In Our Nature

A from-scratch brand and enrollment campaign for Peninsula College, built around one idea: the landscape and the student are the same nature.

project type:

Campaign (Brand + Enrollment)

year

year:

2021

my role

my role:

Concept, Art Direction, Illustration, Design

client

client:

Peninsula College

project credits:

Creative Director: Terri O'Brien · Copywriter: Mandy Stephens · Concept, Art Direction & Design: Tyler Conwell

setup

Peninsula College sits on the Olympic Peninsula in Washington, where the mountains meet the coastline and forest runs right up to campus. Salvage was brought in to build brand awareness and drive enrollment. Working from a brief shaped by creative director Terri O'Brien and copywriter Mandy Stephens, I took the concept from a starting idea to a full campaign.

Insight

The campus was already known for its landscape. The insight was connecting that landscape to the student — curiosity, growth, the pull to explore. The place and the person as the same force. "It's In Our Nature" treats both as one idea.

setup

Insight

Campaign Artwork

Magazine Ad

execution

The visual language came from the campaign idea itself: hand-rendered type that looks carved or brush-painted rather than set, illustrated branches and flowers growing out of the letterforms into the photography beneath them, and a palette pulled from the region — moss, bark, fog, deep water. A clean grid and geometric type would have undercut a campaign built on organic growth, so nearly every headline was custom-built by hand. I sourced the photography and built the system across OOH, digital display, social, e-blasts, a video storyboard, and branded objects.

outcome

Leadership approved the campaign in full. A few weeks later, an unrelated change in college leadership paused the partnership before the work reached market. The work still stands as a complete system, hand-drawn from the first letterform to the last.

execution

outcome

Campaign artwork

E-blasts

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