In my three years with the department, I assisted in defining, creating, and educating others on the new brand and it’s visual as well as written guidelines. In a sharp departure from the "three and a tree" approach to higher ed. photography used by the University up until my arrival, the new brand demanded a far more immersive, organic, and authentic aesthetic from is photographic assets. Bold, bright, active, and immersive all describe the aspirations of the brand, and it has taken years of training marketing professionals across campus as well as honing my own skills in shooting on-brand to achieve these now institution-wide visual standards.
At the heart of telling the University's story authentically are people. In an effort to humanize without overly formalizing, the new approach to our portraits toed the line between directed and organic. Wherever the subject would normally find themselves, that's where they would be photographed - doing whatever it is that makes them who they are. As such, the non-camera aware environmental portrait became the standard for showcasing students, faculty, staff and community members.
Showcasing the work that is done at a research University means getting to the heart of the action. With the caliber of work being done on campus, it's essential that the photography every situation from a multitude of perspectives, placing the viewer in the thick of it, inviting the next generation of students to join in.
Excitement, hype, and immersion are essential goals of capturing the University's many events. As with any good image, the viewer should be able to step into that space just by looking at the photos. With events like music festivals and graduation, the images have to express the countless emotions participants experience without ever breaking the authentic experience of those pictured.
Contextualizing UNM in the world of academia means telling the visual story of both the micro and macro. Here textural imagery has to insight intrigue, and instill understanding.
What began as an idea to showcase New Mexico as the adventure destination it is to prospective students has since grown into one of UNM's flagship marketing initiatives and one of the university's most popular student organizations. Discover The Lobo Life here:
As the rebrand gained momentum, a committee of UNM staff and leadership was assembled to work with an agency on designing and deciding on a new institution-wide logo. I was the sole undergraduate student on the committee and worked closely with a variety of community leaders to ensure adequate student representation in the decision on the future of the University's visual identity.
During my time working at UNM my images have been shown in several campaigns, reaching audiences across the country in the form of billboards, mall takeovers, in Southwest magazine, airports, and countless other marketing materials both digital and print produced by UNM's Communications & Marketing Department.
As the new brand took root, I assisted in the production of the univeristy's first institutional spot. I directly assisted on location scouting, casting, production management, and copywriting.