The What
When the University of Miami Business School underwent a full brand refresh, I led the creative execution on social media, coordinating and casting photoshoots, contributing to the creative brainstorming that shaped the new visual approach, and implementing the identity consistently across every platform.
The Goal
Translate a brand-new visual identity into content that actually worked on social. I didn’t want just a logo swap, but a full creative approach (photography style, tone, content types) that felt true to the new brand and held up across every post, story, and campaign.
The Strategy
I helped coordinate the photoshoots end-to-end, scouting locations and recruiting and casting students to build the school's new visual identity library from the ground up. I was also part of the creative brainstorming that defined the specific shot types and visual approach: what the brand should look and feel like in a scrolling feed, not just on a slide.
From there, I implemented that identity across every social channel, making sure the new look stayed consistent whether it showed up in a commencement recap, an event post, or everyday content.
Beyond the initial rollout, I set ongoing creative direction for the school's social content across three pillars: Academic and Career ROI, Student Life, and Success Stories, and personally built a training pipeline so students could help extend content production without diluting the new brand voice.
The Results