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 get-go, 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. I spearheaded coordinating with all subjects and stakeholders, defined the photography style, art directed and photographed dozens of people, 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 personas.
Throughout this multi-year project, I maintained several key principles to measure success against:
Karen Kemp—Provided Creative Direction and Project Management
Sarah Weld—Provided written content and copy editing