Redesigning New Student Programming with Wildcat Welcome 2020 @ Northwestern From June 2019 to December 2020, I served as the Director of Engagement & Marketing for the department responsible for creating New Student programming. Traditionally, Wildcat Welcome was a 10-day physical onboarding program replete with tours, learning and dialogue spaces, and events designed to expose new students to the campus. In March 2020, however, our plans for in-person programming were drastically altered in the wake of the COVID-19 pandemic. As a member of a ten-person team, we set to work completely restructuring both the marketing leading up to the events and the programming itself to prepare for an all-digital paradigm. With so much uncertainty surrounding the circumstances students would be entering months-later, we converted a three-month advertising timeline to a month-long daily content calendar. “30 Days to Northwestern” was born. This process required throwing out the entire playbook for how Northwestern would market itself to its new students. Primarily, this meant de-emphasizing content revolving around in-person activities in favor of a student-driven narrative. We worked to showcase peer advisers from all over the globe and tapped into the massive network of current students to support our content efforts. Listen to “Before the Arch” on YouTube Before the Arch was my child in this regard. A narrative podcast centering rarely-heard narratives in higher education, each episode focused on an identity that experienced marginalization on-campus. The goal of the venture was to connect new students with those identities to their peers, regardless of physical proximity to campus. The other campaigns in rotation with Before the Arch – No Place Like NU, School Pride, U Rah Rah, and Parent&Family Orientation – highlighted specific features of the current-student experience. Content was spread dynamically across multiple platforms. This included Instagram, YouTube, Facebook, and webpage spreads. This 7-point, 30-day interactive marketing plan successfully onboarded 2,000 new students to Northwestern University by adapting previous communication plans to the current realities of the COVID-19 pandemic. In this role I even generated the first-ever Northwestern University Instagram AR filter of a campus monument: the Weber Arch. The “U! Rah! Rah!” series was a solo effort to create the first-ever traditions-oriented video content at Northwestern. Previously, campus traditions would be discussed and handed down in an informal, in-person setting. Now, we needed a way to get all new students on the same page as to where campus values and activities come from.
Xanadu february 2020graphic designer, brand designernorthwestern university | evanston, ilwave productions team produced by Sophia Barrondirected by Shane Eichstaedtscenic design by the effervescent Isabella Noephotography by Evan Robinson-Johnson Assistant Director Alyssa CoughlinMusical Director Rae CoveyMusic Supervisor Lexi VolleroChoreographer Autumn ThelanderStage Manager Carol Lee press “Genderbending production of ‘Xanadu’ brings radical, queer joy to campus,” the Daily Northwestern
Hello, Dolly! february 2019northwestern university | evanston, ilthe dolphin show team produced by Casey Watson, Andrew Harlan, and Austin Manrossdirected by Isabel Perry press “77th Annual Dolphin Show ‘Hello, Dolly!’ hopes to brighten up Cahn Auditorium,” the Daily Northwestern”Goodbye Winter Break, ‘Hello, Dolly!’ North by Northwestern“Behind the scene of the Dolphin Show’s production of ‘Hello, Dolly!’ the Daily Northwestern“The Dolphin Show’s 77th annual production, the classic Hello Dolly!, began its run this weekend with much enthusiasm and aplomb,” Scene & Heard
Xanadu february 2020lighting designernorthwestern university | evanston, ilwave productions team produced by Sophia Barrondirected by Shane Eichstaedtscenic design by the effervescent Isabella Noephotography by Evan Robinson-Johnson Assistant Director Alyssa CoughlinMusical Director Rae CoveyMusic Supervisor Lexi VolleroChoreographer Autumn ThelanderStage Manager Carol Lee press “Genderbending production of ‘Xanadu’ brings radical, queer joy to campus,” the Daily Northwestern
Venus in Fur february 2019graphic designer, brand designernorthwestern university | evanston, illipstick theatre Brief to create a sexy, text-based brand that evoke elements of BDSM and kink culture present in the play itself. This design package featured flat illustration, typesetting and text design, and subtle texture work. Included program, social media images, and print poster/banner designs. Graphics created in Adobe Photoshop and layouts created in Adobe InDesign. team produced by Rachel Khutorskydirected by Jessica Levin
Cabaret october 2018graphic designer and marketing leadnorthwestern university | evanston, ilarts alliance Brief to create a seamless marketing and brand image that evokes the newspaper, graffiti, and neon aesthetic chosen as the director’s vision. every team member received a professional headshot, framed with an animated version of the Cabaret logo for social media sites. Logo designed in Photoshop and animated in After Effects. team produced by Jane Emma Barnett & Aleah Matthews- Runnerdirected by Kelsey Robins
Jasper in Deadland february 2018northwestern university | evanston, illovers and madmen team produced by Jonathan Gelbdirected by Noah Watkins press “Lovers & Madmen’s winter show brings punk rock energy to NU,” the Daily Northwestern