University of Alberta Graduate Studies Campaign

• Senior Art Director: Christy Forsythe
• Senior Copywriter: Ariana Tourneur
• Creative Director: Marlene Miceli
• Project Manager: Danika McConnell
• Creative Operations Manager: Cori Zufelt

This Campaign set out to simplify a big story—turning hundreds of programs into one clear, compelling reason to choose the University of Alberta. Built around scale and possibility, the campaign used a distinctive alphabet-based typographic system that brought graduate credentials to life. Degree abbreviations weren’t just listed—they became the design itself, visually representing both the breadth of programs and their connection to the university. 

Messaging was intentionally concise and outcome-focused, ensuring quick comprehension across digital placements where attention is limited, while the visual system balanced academic credibility with approachability. The campaign successfully drove engagement and increased visibility for graduate programs, helping prospective students better understand the scope of opportunities available. By transforming a complex offering into a clear, ownable idea, it strengthened consideration and showed prospective students that the right letters for their future might just start with the U of A.