In the early 2000s, ASU set out a detailed vision of its future as the New American University, a public institution devoted to innovation, impact and student success. In collaboration with higher ed communications firm Stein Communications, I contributed to two consecutive years’ worth of comprehensive print campaigns (prospectus, senior viewbook, junior viewbook, direct mail, and various supporting brochures, flyers and posters). 

This high-level writing was preceded by multiple visits to ASU’s four campuses, interviewing faculty, staff and students as we developed our storytelling approach. For the second year’s campaign, I served as the lead writer on the project.   

A couple years later, after Stein Communications closed, I was hired directly by the marketing and communications department at ASU to develop additional print pieces.