The assignment
Develop a campaign for a student-run agency that builds awareness, invites participation, and gives the agency a recognizable identity.
First place · School campaign
The Axe Agency.
An agency identity and recruitment campaign built to make hands-on student work feel like the beginning of a career.
My contribution
Account Manager & Creative Strategist. I created the full campaign book and its content, and led the work across strategy and creative.
Project status
First-place class campaign · Agency name not yet adopted
The insight
Students need to understand what an agency does and how participating can help them build practical experience. The campaign connected professional preparation with campus belonging, using a clear identity and concrete ways to get involved.
How I built the campaign
I created the book that brought audience research, personas, objectives, positioning, and creative recommendations together. The visual system uses the axe motif and SFA purple; the campaign extends it across recruitment posts, event concepts, merchandise, and a content calendar.
The outcome
The Axe Agency campaign won first place in my class. I now work with the student advertising agency within the Arnold Center for Entrepreneurship. I hope the agency adopts the Axe Agency name, but that decision has not been confirmed.
Inside the work
Selected campaign materials
