Discover Our Heroes

Integrated Marketing Campaign

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Role:
Creative Direction • Copywriting • Art Direction

Client:
University of North Texas Police Department

Timeline:
Fall 2025

Skills:
Research

Campaign Strategy

Copywriting

Art Direction

Brand Identity

Experiential Marketing

My Contribution

As the Creative Director, Copywriter, and Art Director, I helped shape the campaign from concept to execution by translating audience research into a cohesive creative strategy. I led the visual direction, developed campaign messaging, and collaborated with my team to ensure every touchpoint reflected a consistent brand identity. From character development and storytelling to integrated marketing executions, I focused on creating engaging experiences that strengthened the connection between the UNT Police Department and the campus community.

The University of North Texas Police Department partnered with our team to strengthen trust between officers and the campus community. Through research and strategic storytelling, we developed Discover Our Heroes, an integrated marketing campaign that highlighted the people behind the badge while encouraging meaningful student engagement.

Challenge:

Students often interact with campus police only during enforcement situations, creating distance and limiting opportunities to build trust.

Research:

Surveyed students, faculty, and staff

Conducted interviews across campus
Evaluated existing UNT PD communications
Identified trust, familiarity, and visibility as key opportunities
Found students responded best to authentic, story-driven communication

Key Insight:

Students connect with people not institutions.

Strategy:

Create an integrated campaign that humanizes UNT PD by showcasing officers as approachable members of the UNT community through storytelling, interactive experiences, and consistent visual branding.

Eternal Affairs Trading Cards:

Officer trading cards transformed officers into collectible characters, encouraging students to learn about the people behind the badge while creating positive interactions across campus.

Clover Character:

Clover served as the campaign mascot, creating an approachable and recognizable personality that connected students to UNT PD resources and events.

Comic Video:

A story-driven comic used Clover and campus officers to educate students about common myths through engaging narratives rather than traditional informational materials.

Recruitment Brochure:

Designed to introduce prospective students to UNT PD while communicating safety resources and career opportunities.

NFC Resource Cards:

Interactive cards allowed students to instantly access campus safety information by tapping their phones, making important resources more accessible.

Officer Cutouts

Life-size officer cutouts extended the campaign beyond traditional marketing by serving as interactive assets for campus events, recruitment initiatives, and community outreach. Designed to be approachable and memorable, they encouraged students to engage with UNT PD in a welcoming environment while increasing the department's visibility across campus.

Reflection:

Developing this campaign strengthened my ability to combine research, creative strategy, and visual storytelling into a unified brand experience. It reinforced the importance of designing campaigns that solve real communication challenges while creating meaningful connections with their audience.