The Serve with Purpose campaign was the most successful CL recruitment effort to date. With over 400 student applications, this effort involved strategic marketing and creative direction (specifically targeting Gen Z students), photoshoot organization and execution, full creation of campaign logos, collateral, and imagery to be displayed around campus, and purposeful emails targeting students.
Inspired by the major growth in tennis around the United States, timeline with the US Open, and crazes such as pickleball taking over college campuses and beyond, the campaign was structured to preserve a feeling of a cool kids club. Not everyone gets the opportunity to be a Community Leader at Baylor, so it was important to capture the element of exclusivity in a tasteful way.

SWACUHO is a housing association within the South West United States region. The association has a conference annually. Baylor is the host of the 2026 Conference. I had the opportunity to design and create the entirety of the brand and marketing packet for the 2026 Conference. The branding for the Conference is inspired by vintage Ivy League aesthetics and the state of Texas. There are elements such as the Texas state flower incorporated into the designs.

Inspired by the refreshed Mission and Vision Statements, I crafted a new and school-spirited design based off of vintage motel key chains. The water bottles were offered as a gift at the beginning of the Fall 2025 semester to staff, faculty, and students who work within the department.

With over 30,000 views and multiple posts receiving 50k+ views respectively, the CL&L Instagram is a popular student life account on campus.