Parallax

For my capstone, I served as a copywriter for the prestigious MOJO Ad. MOJO Ad is a full-service student-run ad agency that only 5% of Strategic Communication students get to work with. As a member of my creative team, I both developed the internal branding for my team and created a campaign for MOJO's annual State of the YAYA (Youth and Young Adult Market). My team was tasked with the question: What is true knowledge?

Ask:

Determine how YAYAs view true knowledge, especially in regards to formal education, digital smarts, and learned experience.

Insight:

For YAYAs, the path to true knowledge is not as simple as in past generations. Formal education no longer serves as the end-all be-all for expertise. Rather they start in formal education and weave this knowledge together with digital smarts through their learned experience.

Idea:

Define this shift as the "Learner's Odyssey": the journey YAYAs embark on to obtain knowledge, visiting three different planets: Academia, Tech, and Life.

Brand Kit

Colleen asked me to develop a brand kit and logo for Play Her Potential. She wanted to me to match the pink color scheme of her website, as well as her mission to marry the glamorous and athletic aesthetics she inhabits. I developed the new logos in Photoshop, where I also created a brand standards document for her.