Pepperdine Brand Campaign
For Greater Purpose
Landing with purpose
Mockups served as the framework for building the campaign landing page, providing button styles, color usage, type systems, hierarchy, special content blocks, and content structure.
I set the page hierarchy to emphasize three primary content sections for each of Pepperdine’s brand pillars and instructed the developers to place special callouts or unique content on a blue image background or brand texture. With photography and video as the primary narrative drivers for the entire campaign, the web design called for photo and video blocks that dominated the page.
Brand Guide
Message, tone, values, type, color, texture, and imagery converge to form an identity that digs much deeper than a logo or a single ad. The guide captures the way students and community members should feel and experience the Pepperdine brand. Implementing requires consistent contributions from leaders across the University. The brand guide provides clear boundaries and instructions on what elements can be applied and how.
The process was truly integrated and collaborative. I worked directly with various stakeholders at different stages.
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During the early phase, I created several pitch decks that explored multiple design aesthetics. When we hit a roadblock, I created an interactive slide deck featuring a This-or-That format to narrow down the feeling the stakeholder wanted to convey, which helped solidify the general direction.
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Each week, I led a design meeting with the client, sharing multiple drafts of key concepts, pairing the title lockup, found images, and placeholder headlines or text to establish the look for photography. After about 3 weeks, we were able to lock in the art direction for the first photoshoot. I leveraged the incoming photography to finalize the interplay between type, textures, and accents, ensuring a cohesive visual language for the brand guide.
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While the media team was taking and editing photos in line with the art direction, I worked in parallel on the strategic redesign of the 2025-2026 Seaver viewbook, the first flagship touchpoint and testing ground for the new brand launch. The viewbook provided ample opportunity to observe and address any potential failures or needs within the brand system.
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The final viewbook design and features provided a launch pad for me to develop and build out the remaining design templates for the final campaign deliverables (ads, social media, web, OOH, and slides). I provided the templates as examples in the brand guide and wrote detailed instructions for applying the new design.