An evergreen photographic visual system representative of the core college audiences

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An evergreen photographic visual system representative of the core college audiences

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Client

About the project

The Audience Personas project was an enormous multi-pronged effort that resulted in thousands of audience persona portraits processed through a custom-built internal system that streamlined a previously laborious exercise.

From the origins, I was responsible for developing the value proposition for undertaking a complete revamping of how the College of Communication shot and utilized photography across all marketing media. From coordinating with subjects and stakeholders, to defining the photography style, art direction and photographing hundreds of people, I conceived a streamlined system that processed thousands of photos—all culminating in an easy-to-use library and responsive templates that showcased the diversity of SMC

Throughout this multi-year project, I maintained several key principles to measure success against:

  • A visual style that made subjects appear approachable
  • Responsive Photoshop templates that ensured integrity across all breakpoints and crop dimensions
  • Normalized naming conventions that simplified and sped up the process of rapidly testing and replacing images
  • Easy to find, well-organized waivers and folder structure
  • Built a local version of the college website to allow rapid testing and approval of images internally
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