Case Study 2: Love Your Future Enrollment Campaign

A multi-year, multilingual enrollment campaign scaled across four colleges and dozens of platforms

Context & Challenge

District-wide enrollment communications at Peralta are needed to speak broadly while remaining relevant to varied audiences and local contexts.This project was less about building a long-term system and more about delivering clear, effective work under real constraints. Timelines were tight, stakeholders were many, and the work needed to function immediately in public-facing environments.

The Love Your Future campaign is a district-wide enrollment initiative, originally conceived as an evolution of an earlier 2016 campaign, the refreshed identity felt contemporary, inclusive, and adaptable across campuses with different audiences and priorities.

The campaign name, Love Your Future, was developed by my colleague Cecilia Vazquez and builds on legacy messaging while shifting toward a more human-centered, student-forward visual language.

The challenge was to create a district-wide enrollment campaign that could evolve over time without losing clarity or relevancy, allowing campuses to participate while maintaining a shared message about access, opportunity, and belonging.

The Campaign

Visual Identity & Messaging

Love Your Future was designed to function as a long-term enrollment platform rather than a single-use campaign. The visual identity supported messaging focused on possibility, access, and forward momentum.

Design decisions prioritized flexibility, allowing the campaign to adapt to different formats, audiences, and seasonal needs while maintaining a consistent core identity.

Iterative Evolution & Scale

Rather than resetting the campaign each year, the visual system was intentionally refined over time. Updates were incremental, responding to feedback, shifting priorities, incorporating Spanish languages variants, and changing contexts without abandoning the established framework.

Over multiple academic cycles, the campaign evolved from static enrollment messaging into a high-volume, multi-platform visual system capable of supporting ongoing recruitment efforts.

In a single enrollment season, I produced over 100 distinct graphic assets, spanning required specifications for web, social, display advertising, and streaming platforms, including but not limited to:

  • Standard web and display formats

  • Amazon Fire TV carousel placements

  • Social media square and vertical formats

  • Hero banners for enroll.peralta.edu and the college/District home pages

Each size was duplicated for Spanish-language variants, with additional versions created for A/B testing across calls to action and messaging emphasis. The campaign was designed not as a single execution, but as a flexible system capable of continuous iteration

Multilingual & Inclusive Outreach

As the campaign matured, Spanish-language advertising and video became a core component. Spanish versions of both static and motion assets were developed alongside English-language materials to increase reach.

Video deliverables included 15- and 30-second spots, distributed across digital platforms and streaming placements. These assets were produced in collaboration with a video editor and web team, reinforcing that this campaign was a cross-functional effort, not a solo exercise.

My role centered on visual direction, graphic systems, and asset production, working in close coordination with:

  • Video production partners

  • Web and enrollment teams

  • District marketing leadership

Student Participation & Visual Authenticity

A defining aspect of the campaign was its use of real Peralta students, not stock photography.

At the start of each semester beginning in August 2024, the Marketing, Communications, and Public Relations department conducted outreach across campuses, providing branded apparel to students in exchange for signed photo releases. This approach ensured:

  • Authentic representation of current students

  • Fresh photography each term

  • Consistent alignment with campus branding

Students were photographed wearing official college apparel, then composited into campaign visuals across all formats, allowing the campaign to remain current, relatable, and grounded in real community presence.

District-Wide Application & Deployment

The campaign was deployed across multiple channels and campuses, supporting district-wide enrollment efforts while remaining adaptable for local use. Visual consistency helped unify messaging across colleges, reinforcing a shared district presence during key recruitment periods.

Role & Responsibility

  • Visual lead for a district-wide enrollment campaign

  • Responsible for graphic systems, asset production, and visual consistency

  • Produced and managed 100+ assets per cycle across platforms and languages

  • Collaborated with video, web, and enrollment teams to ensure cohesive execution

Outcomes & Impact

Love Your Future has been used consistently across multiple academic cycles, supporting district-wide enrollment and awareness efforts from 2024 through 2026 (Currently ). Its sustained use reflects both internal trust and external recognition, demonstrating the value of continuity in recruitment communications.

The success of this work wasn’t a single standout piece. It was the ability to deliver consistently, season after season.

What this Demonstrates

This project demonstrates execution at scale: producing high volumes of work under real constraints, coordinating across people and timelines, and delivering materials that function in public-facing environments. It highlights experience designing systems that evolve through iteration rather than redevelopment.