Publications, Branding & Identity
She Will
A campaign rooted in power, presence, and purpose.
Project Overview
The SHE WILL Campaign is Wesleyan College’s $61 million initiative to amplify opportunity, equality, and empowerment for women across generations. My role was to build a cohesive visual system that could translate this mission across print, merchandise, and digital media—ensuring every touchpoint carried the campaign’s layered message of legacy and progress.
Client
Wesleyan College
Role
Creative Direction,
Graphic Design,
Print Design
Tools
Illustrator, InDesign, Photoshop
Launch Date
April 2025
Project Purpose
The campaign was created to support Wesleyan’s vision of breaking societal barriers for women through education, leadership, and opportunity. This project wasn’t just about design—it was about crafting a visual identity that would rally students, alumni, and donors around a collective promise: SHE WILL find her path, her place, her voice, and her impact.
My purpose as a designer was to ensure that story was told clearly, consistently, and beautifully—whether through the printed case statement, campaign apparel, or cinematic visuals
Publication design Case Statement Booklet
The SHE WILL campaign’s visual foundation was built upon its case statement booklet—a tangible, story-driven piece designed to carry the college’s vision into conversations, meetings, and hands. This was more than a printed document; it was a narrative framework, carefully constructed to echo Wesleyan’s history, ambition, and promise.
Approach
I designed the SHE WILL case statement booklet to be the campaign's tactile core—a physical artifact that balances bold presence with elegance. The layouts use strong typographic hierarchy, layered textures, and thoughtful pacing to mirror the campaign’s message of empowerment and legacy.
Purpose
The booklet was crafted as a storytelling tool—to guide donors and supporters through Wesleyan's vision for accelerating equality. It articulates the transformational opportunities the campaign funds will create, while maintaining a visual system that feels personal and proud.
Merchandise & Purpose
Beyond printed materials, the SHE WILL campaign extended its identity into physical, shareable items. Each piece of collateral—from t-shirts to fans—was designed to foster visibility, pride, and connection. These items allowed supporters to carry the campaign’s message into public spaces, events, and everyday life.
Approach
I created a suite of supplemental items to extend the brand beyond the printed page—each piece designed to carry the message into daily life, events, and shared spaces.
Purpose
These items turned support into visibility: worn, displayed, handed out. They helped unify the campaign and made SHE WILL something you could literally hold, wear, or share.
Cinematic Supplement: Behind the Lens
To bring the campaign’s voice into motion, we produced a short video that captured the environment, energy, and human stories behind SHE WILL. This cinematic piece served as a digital extension of the campaign booklet—bridging the tactile with the dynamic.
Approach
I shot the campaign video on-location at Wesleyan, using intentional framing, ambient light, and motion to echo the campaign’s emotional tone.
Purpose
The video served as a cinematic supplement to the case statement—bringing the visuals, themes, and energy of the campaign to life in a way that words and print couldn’t fully capture.
Results & Impact
$
0
m
fundraising goal
Supporting scholarships, leadership, and equality initiatives.
0
+
Alumni & Donor Supporters
Rallying generations to invest in future opportunities.
0
+
Unique Branded Materials Designed
From printed case statements to t-shirts, hand fans, and a supporting video.