Campaign Message

College is about more than earning a degree. It's about discovering who you're becoming. Vertical Ministries exists to help students build lasting relationships, deepen their faith, and find purpose through authentic community centered on Jesus.

Objective

Increase awareness and encourage Baylor students to explore Vertical Ministries by presenting the organization as an authentic, welcoming community where students can grow spiritually, build meaningful relationships, and discover purpose.

Creative Responsibilities

Photography - Captured and edited the original portrait while directing posing, composition, lighting, and color grading.

Creative Direction - Developed the campaign concept, visual hierarchy, and emotional tone.

Copywriting. -Wrote all campaign messaging, headlines, brand values, and calls to action.

Graphic Design - Designed the promotional layout, typography system, iconography, and branding using Adobe Photoshop.

Creative Strategy

Emotional Storytelling - Rather than promoting an event, the campaign emphasizes authentic relationships and everyday moments that reflect the experience of belonging within Vertical Ministries.

Community-Centered Design - Warm photography, natural interactions, and minimal visual clutter reinforce the organization's welcoming and relational identity..

Invitation Over Promotion - Instead of asking students to attend a meeting, the messaging invites them into something larger—purpose, friendship, and spiritual growth.

Audience

• Incoming freshmen

• Transfer students

• Students seeking community

• Students exploring or strengthening their faith

  Challenge

  Many students arrive on campus searching for community, identity, and purpose, yet can feel overwhelmed by the number of organizations competing for their attention. Faith-based organizations must communicate authenticity and belonging in a way that resonates with today's college students as organizations compete for students’ time and attention.