Charting a New Path for Lifelong Learning
University of Virginia,
Northern Virginia
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Creative platform, campaign work (Ongoing engagement)
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Led creative development for launch campaign—designing the visual system, directing rollout across channels, and executing key design and writing work to ensure strategic and creative cohesion.
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Material
Diana Saez (Creative Direction, Copy)
Lex Vadnais (Copy)
Nathan Tamburello (Design)
Michael Pancini (Design)
Kristi Flesher (Production) -
2022–2025
The Challenge
UVA set out to establish a bold new postgraduate hub in Northern Virginia that was built for driven professionals at every stage, from rising talents to seasoned experts. But despite the region’s momentum, many still saw UVA as distant, both geographically and culturally. Our task: spark excitement, build trust, and position UVA Northern Virginia as the top choice for lifelong learning in a crowded market.
The Insight
Ambitious professionals want to advance without uprooting their lives. They’re looking for growth that fits where they are in their careers, communities, and daily routines. By reframing proximity, we could turn UVA into more than a familiar name. It could become their next step.
The Approach
We anchored the brand in a simple, powerful promise: “It’s closer than you think.” Bold visuals and professional-focused storytelling positioned UVA Northern Virginia as a launchpad for lifelong learners, no relocation required. The campaign rolled out across animated digital, audio, paid social, out-of-home and display, evolving to support new programs and the launch of a full-scale Fairfax campus.
The Impact
Since launch, UVA Northern Virginia has expanded to nearly 40 programs across nine schools, cementing its promise of accessible, world-class learning in a key growth market. For me, it was deeply rewarding work that helps people stay rooted in their communities while reaching higher. Proof that the best next steps are closer than you think.
BRAND FOUNDATIONLaying the Groundwork for Regional Growth
A Message of Proximity, Possibility and Progress
“It’s closer than you think” became the rallying cry for UVA Northern Virginia. It was a campaign that spoke directly to a region defined by innovation and growth. It layered:
Proximity: A prestigious UVA experience, now rooted locally.
Access: Flexible, relevant education for real lives and careers.
Aspiration: A way to grow your career without uprooting your life.
A Symbol of Ambition and Alignment
To anchor this idea visually and conceptually, we created The Spire — a bold mark that reflected UVA’s dual commitments: north and south, tradition and innovation, prestige and progress. It became visual shorthand for the institution’s forward-looking mission in Northern Virginia.
BRAND LAUNCHPutting UVA Northern Virginia on the Map
Much of the initiative was still taking shape. The campus location wasn’t finalized, and program offerings were still in development. But the ambition was clear: bring world-class learning to Northern Virginia. We defined the brand’s look, voice and campaign strategy while the story itself was still unfolding.
PROGRAM TOOLKITSExtending the Brand for Program Growth
After launch, we created targeted campaigns to support new offerings, from nursing pathways to public policy certificates. Each toolkit flexed to meet unique goals while staying grounded in the core brand.
LOCATION OPENINGA Defining Moment for UVA in Northern Virginia
When the Fairfax campus opened, it marked more than a ribbon-cutting. It turned vision into reality. We led a two-phase campaign across print, digital and out-of-home, positioning UVA Northern Virginia as the place for professionals to start a new chapter or level up their careers.
