The goal of this project was to design a student recruitment campaign that makes Dakota State University feel clear, confident, and future-ready in a crowded and uncertain higher-education landscape. Creatively, the challenge was to translate DSU’s technology-driven, career-oriented programs into visuals and messaging that feel approachable, modern, and meaningful for both students and parents.

Design decisions focused on building confidence through consistency and clarity. The campaign leveraged a bold visual system anchored in DSU’s blue-forward color palette, strong typographic hierarchy, and dynamic graphic elements to communicate credibility and momentum. Playful sticker graphics, linework, and authentic student photography added warmth and personality, helping the work feel human while remaining polished and cohesive across channels.

Ultimately, the project used design as a tool to reduce uncertainty and build trust, connecting DSU’s innovation, affordability, and real-world outcomes into a clear visual story that moves prospective students from interest to action.