THE DETAILS ARE IN THE DESIGN

Seattle University Undergraduate Viewbook Redesign

The Seattle University Viewbook is one of my favorite projects each year. The 2024-25 publication was completely redesigned to meet new brand standards and better reach the target audience. The design was simplified overall and features bold photography, clean typography, and minimal text. 
Overview
Seattle University’s Undergraduate Viewbook is a key recruitment tool targeting high school students and their parents. The goal of the redesign was to create a visually compelling, strategically aligned publication that increased engagement and applications.
Challenge
The existing 40-page Viewbook needed a refresh to better align with updated brand standards and provide a more streamlined, engaging experience for prospective students. The challenge was to reimagine the publication while maintaining clarity, visual appeal, and strategic messaging—all within an ambitious 18-week timeline.
Approach
I focused on bold photography, clean typography, and minimal text to create a modern and accessible layout. The page count was reduced from 40 to 28, improving usability and cost efficiency. I worked with a small, highly collaborative team in marketing leadership and university admissions to craft a cohesive and impactful piece. Thoughtful material choices, including soft-touch on the cover and high-quality matte stock, enhanced the tactile experience.
Results
The redesigned Viewbook played a crucial role in Seattle University’s recruitment efforts, contributing to a 24.9% increase in applications from the previous year. By leveraging strategic design, concise content, and cross-department collaboration, the publication successfully engaged prospective students and strengthened the university’s brand presence.
Award
2024 Educational Advertising Award - Bronze for Student Viewbook

Admitted Student Swag Boxes

This project introduced a completely new element to Seattle University’s admitted student experience, designed to spark enthusiasm and build connection during a pivotal time in the enrollment journey. With personalized details and branded materials, the swag box aimed to turn acceptance into excitement. The compact 4x6-inch boxes were carefully designed inside and out, and mailed to 7,000 admitted students.

​Overview
To build excitement and encourage enrollment before the May 1 decision deadline, we created Seattle University's first-ever Admitted Student Swag Box. As lead designer, I developed every element of the box from scratch, branding both the exterior and interior. Each box included a personalized notebook featuring a quote from the student's application essay, two additional notebooks styled after "Field Notes," a sticker, lanyard, VIP campus visit badge, and a welcome note.
Challenge
As a new initiative, this project came with no existing templates or assets. We faced a major challenge when budget approval was delayed, leaving only nine business days to design the entire project, navigate multiple levels of review and approval, and send everything to the printer. The condensed timeline demanded precision, flexibility, and rapid collaboration across departments.
Approach
I focused on creating a cohesive, branded unboxing experience that felt personal and exciting. Working closely with Admissions and MarCom leadership, I ensured the visuals and messaging aligned with our enrollment goals. Strong communication and a shared sense of urgency helped us meet every deadline, from concept to production. I worked closely with the project manager and the director of admissions marketing, coordinating with our print vendor to ensure the boxes stayed on budget and landed in homes with enough time to make an impact before the May 1 decision deadline.
Results
Though decision day is still ahead, early indicators show strong engagement. Admitted students have shared their swag boxes on social media, and high school juniors have expressed excitement about receiving one in the future. The buzz generated by this new project suggests it is already making a positive impact on prospective student sentiment and enrollment momentum.

Admitted Student Poster Templates

Each year I design poster templates. When students write their application essay an inspiring quote is selected from it, printed on a poster and mailed to the student after they receive an acceptance letter. 
Overview
Seattle University’s Undergraduate Admission Posters offer a personalized and memorable way to celebrate admitted students. Each poster features a unique quote from the student’s application essay, transforming their own words into a custom piece of print design. I designed seven templates to reinforce Seattle U’s commitment to personalized education and meaningful student engagement.
Challenge
The primary challenge was designing multiple templates that could accommodate varying quote lengths while maintaining visual impact. 
Approach
Inspired by Seattle U’s brand elements and the Undergraduate Viewbook, the posters feature a mix of bold typography, photography, and illustration. Each 12x18-inch design is printed on 80# Mohawk Superfine with an eggshell finish, offering a premium tactile experience. A hashtag encourages students to share their posters online, extending engagement beyond print.
Results
The personalized posters generated excitement among admitted students, many of whom shared their designs on social media. By integrating thoughtful print design with digital interactivity, the project successfully reinforced Seattle U’s brand while fostering a deeper connection with future students.
Awards
My poster designs won the Best of CASE District VIII Award for Specialty Pieces Design in 2024 and previous designs won a CASE Gold Award in 2019.

2023-2024 Viewbook

The viewbook introduces prospective students to Seattle University with the goal of building awareness of the university and encouraging them to apply for admission. It conveys the dynamic, progressive SU brand and student experience through vibrant images, thoughtful design elements, noteworthy profiles (students, faculty, programs) and bold typography. 

Overview
The Undergraduate Viewbook is a key recruitment tool designed to introduce prospective students to Seattle University. This 40-page publication builds awareness, showcases academic excellence, and encourages applications through bold design, compelling storytelling, and vibrant imagery.
Challenge
Part of what made this project distinctive behind the scenes was the team who worked on it. Four of the eight staff in undergraduate admissions who worked on the viewbook left the university before it was published and two joined the project part way through the design. As lead designer, I was the only designer on this project. With such a lean team and multiple staff transitions during production, the project required agility and collaboration to maintain high-quality content and design. Additionally, the Viewbook needed to create a strong first impression, balancing an engaging visual narrative with informative content.
Approach
The Viewbook’s design embodied the Seattle U brand through bold typography, dynamic photography, and compelling student and faculty profiles. The die-cut cover features the university’s hawk mascot, revealing a striking image of Seattle’s Space Needle beneath—a symbolic connection between the university and its city.
Created entirely in-house over six months, the project involved deep collaboration between Undergraduate Admissions, Marketing Communications, and university photographers. Strategic content development was informed by student feedback and Common Application data to align with prospective student interests.
Results
The Viewbook was a key driver in Seattle University’s record-breaking recruitment cycle, contributing to a 13.1% increase in overall freshman applications and a 25.6% increase in applications from Washington state. As the first print piece received in both mass and drip mailings, it successfully elevated perceptions of Seattle U and reinforced its appeal to high-achieving students.
​Award
This piece won the 2024 CASE District VIII award for viewbook design.

Seattle University Magazine

The Seattle University Magazine, Spring 2017 issue was so much fun to put together. ​For the cover I selected the model, directed the photoshoot with the university photographer, and selected and combined all the collage components with brand gradients to create the graphic. 

Overview
​The Spring 2017 issue of Seattle University Magazine served as the final installment in a three-issue series celebrating the university’s 125th anniversary. Unlike previous covers, this edition embraced an innovative collage-style design, blending a student’s portrait with futuristic imagery to evoke a sense of progress, innovation, and global impact. The cover reflected the theme “The Next 25 Years: Shaping the World of Tomorrow the Jesuit Way”, reinforcing Seattle University’s commitment to STEM, global education, and urban engagement. The result was a bold, visually striking cover that set a forward-looking tone for the university’s next era.
Challenge
With a diverse audience of nearly 80,000 alumni and university stakeholders, the cover had to balance wide appeal with an edgy, contemporary aesthetic. The goal was to create a futuristic yet inviting design that aligned with Seattle University’s mission, resonated with readers, and stood out from traditional university magazine covers.
Approach
As lead designer I collaborated with the photographer to develop a collage concept that combined elements of Seattle’s skyline and iconic architecture to reflect urban engagement, global education and technology motifs (digital maps, circuit boards), and nature imagery (evergreens) to tie into the Pacific Northwest identity.
A female student was selected as the model, reflecting higher education trends and the growing influence of women in STEM. Using Adobe Photoshop and InDesign, I integrated these elements into the student’s profile, overlaid with a custom color gradient, and strategically positioned the masthead to reinforce brand recognition.
Results
The magazine cover was widely praised, receiving positive feedback from alumni, faculty, and university leadership. The Seattle University president personally noted it as a “great issue” with an exceptional cover design. Additionally, the 125th-anniversary campaign post-mortem confirmed that the magazine’s visual storytelling played a key role in raising awareness of Seattle University’s future-focused identity.
By breaking from traditional university magazine aesthetics, this bold, dynamic cover set a new design benchmark for Seattle University Magazine while aligning with the institution’s long-term vision.
Award
​2018 CASE Gold Award for Visual Design--Cover Design

Additional magazine issues that I worked on as lead designer:
Winter 2018 (view)
​Fall 2018 (view)
Winter 2017 (view)
Fall 2017 (view)

Academic Guide

The Academic Guide is a 28-page brochure looking more closely at the scholastic excellence of the university. I designed the cover with a clear foil hawk set on a flood of red. The clear foil catches the light in such a compelling way! 
The Academic Guide won the 2021 Educational Advertising Merit Award in the Brochure category. The national award is for materials displaying exceptional quality, creativity and message effectiveness.

A sampling of recent work

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Sampling of postcards.
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Admitted Student Day campus visit schedule.
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Sticker designs for a Celebration of Staff event.
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Table piece for use in college fairs.
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Information packet envelope.
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Sticker design for a college fair in Hawaii.
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Sweatshirt design.
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The parent piece is sent to admitted student’s parents and addresses their most frequently asked questions about SU.
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This brochure explains student’s financial aid package, including how to navigate the online portal.
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Book cover and interior design.
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Recruitment brochures.
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Viewbook page highlighting campus clubs.
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Viewbook page highlighting campus location.
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Scholarship promotional poster.

Highlighted Projects

Water Fundraiser

I volunteer with Hope Rising Uganda, a non profit that meets the educational, physical, and spiritual needs of vulnerable children and their families in rural Uganda.

I had the opportunity to design a wine label in partnership with Water from Wine to raise funds to dig a well for the school run by Hope Rising. I love when my art has a greater purpose!

International Guide

This booklet provides information tailored to the international audience of both graduate and undergraduate students.

2019 President's Report

The President’s Report shares highlights and successes from the past year and builds the reputation of the university. The combination of graphic, illustrative and photographic features within the report enhance the storytelling and data-focused elements for a compelling printed piece. 

This report featured holographic foil on the cover. (Check out the video for the full effect.) I love opportunities to use unique paper textures and special print treatments on my projects--holographic foil, metallic ink, die cuts, sleeking, embossing, spot gloss, soft touch--I'm always looking for ways to make my design be the piece you want to pick up first. 

Video by Carter Johnson. 

Red Talks Speaker Series

Working with the Office of Diversity and Inclusion, I developed a logo and brand for a new campus speaker series, rooted within the Seattle University brand,

​The project included posters, rack cards, signage and presentation deck concepts. 

Undergraduate Viewbook 2018-19

2018 President's Report

The President’s Report shares highlights and successes from the past year and builds the reputation of the university. I worked as lead designer for this issue with the other designers in my department.  The cover features tech weave paper. 

Brand Guide

Brand standards make me happy.

I worked with Trinity through two re-branding processes and helped to both develop and implement organization-wide brand standards. During the last rebranding process, I designed this 10 page "quick guide to brand standards" to help articulate the new brand for the many departments within the college.

Advance Magazine

This 20 page publication for Trinity Lutheran College alumni was one of my favorites projects. It was published two to three times per year. Originally a much shorter newsletter, over 10 years I worked to redesign the Advance into a magazine. The  design received rave reviews from alumni and board members.

Viewbook

A Viewbook is the primary recruiting piece for a college. This 16-page booklet I designed was used throughout the 2013-2014 recruitment cycle. At the end of the cycle, the college saw 13% enrollment growth from previous academic year.

Strategic Plan

Designed to present to the Board of Directors, creating this beautiful, clean, text heavy piece was a fun challenge on a very tight deadline. 

The Trinity Gala

Every aspect of this incredibly successful fundraising event was branded, from the PowerPoint template to the elevator signs.

​Seen here are the table captain handbook, event program and a promotional email.

Viewbook

Working with new brand requirements, this Trinity Lutheran College viewbook was used throughout the 2014-2015 school year.

Academic Program Brochures

This brochure series focused on 10 college majors and involved collaborating with each department chair, working with a wide variety of personalities and communication styles. The design challenge was following a consistent format while pointing out the distinctiveness of each program. All the stakeholders involved were very happy with the end result. 

Fundraising Campaign 

The Adventure Starts Here Campaign combined a fun logo design, direct mail piece, custom online donation form and multiple email and social media campaigns.

Bus Ad

It's always fun to see your work drive past. 
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Photo courtesy of Blue Door Studio Photography. 

Enrollment Forms

Forms don't have to be boring. This stagger cut package displays neatly within a presentation folder.

Lecture Promotion

This is my favorite of many lecture promotion designs because of the challenge it presented. I was asked to create a poster for a lecture on human trafficking without using a female image, and to portray a sense of hope and freedom in the design. I was also asked to incorporate the letter "L" into the design in honor of the sponsor. The client and I were both very happy with the end result. 

Concert Promotion

Annual concerts required promotional posters with matching direct mail postcards, as well as an event program.

Information Sheet

When an entire annual report needed to be condensed into a single sheet of paper, the best option was to find the highlights and make the information as visual as possible.

Preschool Logo

Acorn Learning Center is an urban nature preschool located in downtown Everett. The preschool seeks to increase the child's awareness of the natural world, so earthy colors were important to the design. They requested an acorn illustration be incorporated as well.

Book Cover & Layout

For his devotional book Biblical Wisdom for a Digital Age, author David Ellingson requested a cover design that reflected an "old school bible" combined with technology.

The interior page layout had to leave room for margin notes and reflection responses while accommodating variable word counts.