University of Arizona Health Sciences
Integrated Brand Campaign
MY ROLE
Creative Direction · Campaign Strategy · Writing · Producing · Directing · Editing · Editorial Oversight
Every successful campaign begins with a clear story and a framework others can build upon.
A brand is built long before it is introduced to the public. It begins with listening, asking questions, and finding the story that people can recognize as their own.
When I joined the University of Arizona Health Sciences, we were building a communications department from the ground up. During our first year, we worked to understand our audiences, define our messaging, and establish a strategic framework that reflected the breadth of Health Sciences’ work in education, research, patient care, and community engagement. Only after that foundation was in place were we ready to introduce the brand publicly.
Tomorrow Is Here became the first public expression of that work. My role was to translate strategy into a creative framework that others could build upon. Every creative decision, from messaging and visuals to production and distribution, was shaped by the communications strategy established during that first year.
The campaign reached audiences through broadcast and digital advertising, social media, public lecture series, campus environmental graphics, and a flagship brand film.
Tomorrow Is Here gave us a way to bring different stories together without making them all feel the same. That was always the point: one brand with room for many voices.