WONK - a bold new brand in higher education
Role: Copywriter
What I created/co-created:
Creative brief and pitch deck
Proof of concept mockups for each school/discipline to scale the concept to their subject matter
Print, digital, and out-of-home advertising - even bus wraps across Washington, DC
Spinoff campaigns like video scripts, faculty features, and a baseball season tie-in
Branded content and phrasing throughout the award-winning alumni magazine, American
1. First came the word
When you know something forwards and backwards, you’re a wonk. A, what now? In Washington, DC, this is common slang meaning an expert, an accomplished nerd.
2. Then came the visuals
In case the word was new or confusing to some, we designed a visual explainer to anchor the campaign
Then I wrote creative for each program at the university, and worked alongside a designer create each concept, like this one for the school of public affairs:
We also built a wonk website in house, to serve as the digital home for the campaign. The site includes interactive quizzes, a repository of assets for schools to download, and a way to create buzz and get feedback.
