CLIENT: Baylor University
ROLE: Associate Creative Director
DELIVERABLES: Brand platform, launch film, anthem spot, OOH, campaign identity, integrated assets, student showcase materials
ROLE: Associate Creative Director
DELIVERABLES: Brand platform, launch film, anthem spot, OOH, campaign identity, integrated assets, student showcase materials
FAITH. PURPOSE. REDEMPTION.
When crisis cast a long shadow over Baylor, we helped them reclaim their story. By leaning into Scripture and celebrating their students' and faculty's faith, brilliance, and resilience, we launched a hopeful new brand platform that helped bring the university into the light.
When crisis cast a long shadow over Baylor, we helped them reclaim their story. By leaning into Scripture and celebrating their students' and faculty's faith, brilliance, and resilience, we launched a hopeful new brand platform that helped bring the university into the light.
THE CHALLENGE
After a highly publicized scandal shook Baylor’s reputation, the university needed to reestablish trust and redefine itself, without ignoring its past or compromising its values.
THE IDEA: WHERE LIGHTS SHINE BRIGHT
Inspired by Matthew 5:16, we developed a brand platform that turned the spotlight toward Baylor’s real strength—its people. “Where Lights Shine Bright” gave students, faculty, and alumni permission to be proud again, grounded in faith and forward-looking purpose.
After a highly publicized scandal shook Baylor’s reputation, the university needed to reestablish trust and redefine itself, without ignoring its past or compromising its values.
THE IDEA: WHERE LIGHTS SHINE BRIGHT
Inspired by Matthew 5:16, we developed a brand platform that turned the spotlight toward Baylor’s real strength—its people. “Where Lights Shine Bright” gave students, faculty, and alumni permission to be proud again, grounded in faith and forward-looking purpose.
What We Made
•Launch anthem film and recruitment videos
•Brand platform and visual identity
•Print and digital ads
•Campus-wide rollout including OOH, merchandise, and events
•Materials for Premiere Weekend and admissions
•Launch anthem film and recruitment videos
•Brand platform and visual identity
•Print and digital ads
•Campus-wide rollout including OOH, merchandise, and events
•Materials for Premiere Weekend and admissions
RESULTS
•Record-breaking freshman class enrollment
•25% increase in Baylor’s perception as a values-driven institution
•Balanced gender mix with male population increasing from 38% to 41%
•30,000 freshman applications—the highest in school history
•Two sold-out Premiere Weekends
•“Illuminate” academic plan and “Give Light” capital campaign built on platform momentum
•Record-breaking freshman class enrollment
•25% increase in Baylor’s perception as a values-driven institution
•Balanced gender mix with male population increasing from 38% to 41%
•30,000 freshman applications—the highest in school history
•Two sold-out Premiere Weekends
•“Illuminate” academic plan and “Give Light” capital campaign built on platform momentum
MY ROLE
As Associate Creative Director, I helped develop the campaign concept and defined the visual direction and treatment. I led the visual execution across every touchpoint—TV, OOH, direct mail, digital, on-campus activations, and recruitment materials—ensuring a cohesive, purpose-driven brand experience.
As Associate Creative Director, I helped develop the campaign concept and defined the visual direction and treatment. I led the visual execution across every touchpoint—TV, OOH, direct mail, digital, on-campus activations, and recruitment materials—ensuring a cohesive, purpose-driven brand experience.
Agency: Johnson & Sekin
ACD/Art Director: Zack Ward
CD/Writer: Krista McCrimmon
Art Director: Carlos Flores
Producer: Rachael Sekin
ECD: Chris Sekin
ECD: Kent Johnson
Director: Norry Niven
Production: Thousand Foot Squid
CG/Post: ATK PLN
ACD/Art Director: Zack Ward
CD/Writer: Krista McCrimmon
Art Director: Carlos Flores
Producer: Rachael Sekin
ECD: Chris Sekin
ECD: Kent Johnson
Director: Norry Niven
Production: Thousand Foot Squid
CG/Post: ATK PLN