Graphic Design
December 2025-March 2026
Launched in March 2026, "Brilliance in Action" captures what makes Loyola University Chicago special. Showcasing the university's commitment to social justice, high ranking academics, and connections to the local community, this advertising campaign is designed to attract students from across the country to campus.
Collateral from the "Brilliance in Action" campaign appear across Chicago at bus shelters, billboards, or, as pictured above, CTA stations.
In 2025, Loyola University Chicago embarked on creating a new "brand campaign" to showcase the university in an increasingly competitve higher education market. After a research agency provided insights about our market positioning, our creative team developed a visual look and feel around the idea of "Brilliance"—the spark that inspires LUC students and faculty to illuminate the world around them.
My personal favorite piece to develop for this campaign was a four-screen, synced bus shelter in the Loop. It was fun to consider the arrangement of elements that would create maximum impact for commuters.
Working in house with a team of just five designers, we developed an innovative approach to showcasing Loyola's "Brilliance". We were drawn to light motifs—both vector and raster base—and needed to determine how they could be incorporated with photography, headlines, and video that would appear across media platforms. We also partnered with advertising placement specialists to determine appropriate headlines for specific locations and media. What's more, we had only three months to develop and execute the entire campaign.
Visual motifs, like the vector based rays and angled line separating photo from text, were my way of unifying the look of the campaign across different media placements.
Bold, distinctive, and reflective of Loyola's institutional identity, this campaign was released into market in March 2026—just three months after we began working on it. It appears in a variety of media, from billboards to bus shelters to CTA platform videos to digital advertisements nationwide. What's more, this approach is adaptable, allowing us to continue evolving the campaign as it stays in market.
