Creating Consistency in a Crowded Higher-Ed Landscape

Webster University is a private, nonprofit university with a global footprint and a long-standing commitment to academic excellence, diversity, and student-centered learning. Known for its strong undergraduate programs and emphasis on real-world experience, Webster serves students across the U.S. and around the world, preparing them to think critically, communicate effectively, and navigate an ever-changing professional landscape

Our role focused on developing the overarching campaign strategy and creative direction, providing Webster with a scalable foundation for implementation across departments and channels.

What we did

Campaign Concept & Positioning
Messaging Framework
Visual System Design
Custom Typography
Conceptual mockups

Industry

Higher Education

Examples of Webster University’s previous designs

The challenge wasn’t what to showcase, it was cohesion.

Webster’s recruitment advertising spanned print, social, and paid media across multiple departments and platforms. Without centralized control over every channel, the messaging, typography, and creative treatments varied widely.

The challenge wasn’t content, it was ensuring that everything felt like it came from the same place. Webster needed a campaign system that could unify undergraduate and graduate recruitment while remaining flexible across channels.

A System Designed to Flex

Both the undergraduate and graduate campaign expressions were shaped by an overarching conceptual foundation centered on mindset – thinkers, doers, creators, and leaders.

While not executed as a standalone campaign, this umbrella idea ensured clarity and cohesion from the start, giving Webster a strategic throughline across departments, audiences, and channels.

Fit In. Stand Out.

The undergraduate campaign became the most visible expression of the system. It focused on belonging, individuality, and self-definition, and speaks directly to students navigating identity, community, and future direction.

The language balances connection and confidence, reinforcing that students don’t need to choose between finding their place and expressing who they are.

Conceptual mockups

Custom Typography as a Unifying Device

To further differentiate the campaign, we developed a series of hand-drawn typographic treatments designed to bring personality and cohesion to the messaging.

To ensure the campaign could scale across different formats, we explored multiple typographic treatments within the same messaging framework. While the voice remained consistent, layout and emphasis adapted to suit different environments, from bold graphic executions to more expressive treatments.

The lettering added warmth and human energy, for a more expressive, student-forward tone. By integrating custom type into key headlines and callouts, the campaign gained a recognizable visual signature that could travel across print, digital, and out-of-home placements.

Student Storytelling Component

Beyond headline messaging, we intentionally built space within the campaign to spotlight individual students. While the large typographic statements establish the voice, the supporting layer was designed to feel personal and specific.

As part of the campaign framework, we proposed featuring individual students with pull quotes and longer-form stories on the website, highlighting why they chose Webster and what their experience has meant to them.