Last Fall, the University of Maryland Eastern Shore (UMES) proudly welcomed its largest incoming class in five years, showcasing the institution's growth and innovative recruitment initiatives. To support this momentum, we were tasked to create a compelling brand video and a comprehensive campaign designed to elevate the UMES brand, enhance fundraising efforts, and boost student recruitment.
Overview
Nestled in a unique location, UMES embodies a distinctive spirit that sets it apart. Our mission was to create a heartwarming brand spot that captures the university's core values. To extend our reach beyond the screen, we also produced outdoor, print, and digital ads, ensuring our message resonated within the community.
Challenge
Our primary challenge was to highlight UMES's unwavering belief in its students' potential and the investments made in their success. We aimed to showcase how being part of UMES means becoming a member of a successful family—no matter who you are, where you come from, or where you want to go.
ROLE: Designer, Art Direction
CLIENT: University of MAryland Eastern Shore
CLIENT: University of MAryland Eastern Shore
creative Direction: JAson Middleton
Writing: Alan CArl
Production: Devin Leisher, Alex Pickering
PHOTOGRAPHY: Erik Motta
PHOTOGRAPHY: Erik Motta
The Concept
The campaign serves as a heartfelt invitation for individuals to discover
a home at UMES.
a home at UMES.
It celebrates the diverse possibilities that await at this historic HBCU while honoring the familial atmosphere and culture embedded in campus life. Our commitment to valuing students—recognizing their backgrounds and aspirations—is at the forefront of our messaging, reinforcing UMES's mission to invest in the future of its students.
Messaging
The central theme of our campaign is that students who choose UMES are embraced by a successful family. To effectively communicate this message, we organized our strategy into four key focus areas. The Brand emphasizes UMES's HBCU identity and commitment to diversity, showcasing its recognition as a Top 10 Public HBCU. The Academics focus highlights a diverse range of undergraduate and graduate programs, along with valuable career opportunities. Student Life showcases the vibrant campus culture, including Division 1 athletics and a strong alumni network, while celebrating UMES's rich history. Finally, the Tuition Value section underscores affordability, noting that over 90% of students receive financial aid and have access to scholarships. Each focus area allows us to tailor our messaging to specific target audiences, ensuring effective outreach and engagement.
Campaign Identity
The visual identity of the campaign was largely inspired by the elements found within the University of Maryland Eastern Shore’s logo. Extracting the wings from the logo to create our wing element, the photography we captured was positioned within the winged motif. This design allows the wing to act as our “window of opportunity.” By leaning heavily into the university’s burgundy color, it created a warm and inviting atmosphere, complemented by authentic, community-centric photography that reflects the spirit of UMES.
Print & Outdoor
