Carlson School of Management Campaign
Concept/Purpose of the Work:
The University of Minnesota Carlson School of Management needed a new way to visualize their programs in digital/social media. They had previously used photography of students and faculty in their creative but when COVID-19 hit they needed a new approach since none of their existing assets portrayed the “new normal” of masks and social distancing. Instead of creating a new library of COVID restriction-friendly imagery, we used a conceptual illustration approach that allowed the CSM to cater to specific audiences and truly speak to the many benefits of enrolling at the school.
Results of the Work:
A campaign that featured 30 custom illustrations that spoke to 15 separate target audiences. The creative was enthusiastically received by the client and audience.
How the Work Was Delivered to the Masses:
Creative was used in display, paid social, and other creative on the CSM website.
Brian Danaher: Art Director, Designer, Illustrator
University of Minnesota Carlson School of Management: Client