Objective: My role as Assistant Director of Visual Communication for Purdue University’s Division of Recreational Sports aimed to develop and implement effective visual strategies that promoted programs, events, and facilities, enhancing student engagement and visibility across campus.

Context: The Division of Recreational Sports at Purdue University offers students a variety of fitness and recreational activities, from group classes to intramural sports. My work focused on creating compelling visual content that not only informed students about these offerings but also inspired participation, fostering a vibrant campus community around health and wellness.

Challenges: One of the primary challenges was developing visuals that appealed to Purdue’s diverse student body, which included a wide range of interests, backgrounds, and fitness levels. Additionally, balancing university brand guidelines with creative visuals that stood out was essential to ensure both consistency and appeal in our communications.

Process: I began by aligning with the Division’s overall goals and Purdue’s brand standards to create a cohesive visual identity for all communications. Working independently, I designed promotional materials, from digital ads to event posters, that highlighted the benefits of recreational programs and facilities. I consistently collaborated with program directors and event coordinators to ensure each asset captured the intended message and appeal. Throughout, I gathered feedback from various campus stakeholders, refining the designs to maximize engagement and adherence to brand guidelines.

Takeaways: This role deepened my understanding of how to create inclusive, campus-wide messaging that resonates across diverse demographics. I also learned the value of agility in design, adapting to feedback quickly and iteratively to meet the fast-paced needs of campus events and program promotions.