I led the creative direction and visual development of a "news-worthy" campaign centered around the student move-in experience, defining the visual identity and assisting in the creation of a comprehensive collateral kit.

As a team, we developed a concept that reimagined traditional news media by empowering students to "take back the headlines" and write their own stories. With a nostalgic nod to the neighborhood bodega, the campaign created an immersive, memorable move-in experience that made students feel seen, reinforced their decision to live in the community, and strengthened resident satisfaction throughout the leasing cycle.

Overview

Copy: Sabrina Hayes
Design Support: Hanna Sperber
Art Direction: Chantelle Ward
Designed for: Agency FIFTY3 & Cardinal Group

Credit