Features Overview

ad campaigns turned brand identity overhaul

 

In 2022, Eastern Stroudsburg University (PA) had engaged idfive in huge, 3-year contract to build awareness and recruitment for their small school in a pocket in the Poconos near of the Delaware Water Gap. As part of the initial creative pitch, I worked closely with our Creative Director and a Junior Designer to craft three separate concepts to initiate the campaign series. However, the first campaign concept was designed and approved on the spot, and what began as a series of awareness campaigns quickly evolved into a full-stop brand identity overhaul.

At first working in silos to develop our own concepts for the initial pitches, my brand identity overhaul concept was chosen with almost no adjustments from R1 from ESU, and we hit the ground running.

 

The initial concept was developed over the course of the year into a robust, brand-redefining campaign that included a temporary website reskin for high-traffic landing pages for the 2022 application season, a full-blown website UX/UI redesign, shot direction and photography reshoots, brand standard overhauls for both copywriting and graphics, social media, on-campus gymnasium branding, OOH and digital display ads, numerous institutional print collateral, as well as off-boarding our some of our website work with the ESU development team to handle in-house to cut costs.

The new website was a major piece of the new identity, and ESU desired to create a crawl-walk-run approach to the site’s revision which resulted in a multi-step approach:

  • Major and Minor departmental and Freshman recruitment landing page reskins using the existing wireframe and hierarchy, but with new css stylings and imagery

  • An in-depth assessment of their existing site structure through Treejack testing, which gave data to build a new site framework

  • An overhaul of the entire site and a few new additional pages to boost user experience, beginning with programmatic landing pages

 
 

With the essential elements set in the first rounds of creative production, we were free to elaborate and expand on the design language in a variety of use cases, including an on-campus recreational gymnasium vinyl reskin, a myriad of institutional printed collateral, social media, newspaper ads, and OOH advertisements across the region.

 
 

Print Advertisements

Over 70 print ads were designed to fulfill local and regional newspapers, brochures, and booklet needs.

digital display ads

Numerous static and animated digital display ads were created in short order to satisfy the robust marketing needed to increase awareness.

Social Media

From TikTok to Instagram, our team conceived and produced all the social media output for the entirety of the campaign in 2022, 2023, and into 2024 using new photography and video shoots.

 

University Print Collateral

Major ESU print collateral was funneled through our creative team at idfive, including recruitment booklets, calendars, reminders, and orientation pamphlets.

OOH Display Ads

A variety of ‘out of home’ billboard displays were produced, both for digital and print purposes across the state, as far as Philadelphia.