Northern Arizona University

Fostering a 3.67% one-year retention lift by supporting student success

FOR
Northern Arizona University
TYPE
Higher Education
PERSONALITY
Welcoming, Polished, Optimistic
Two NAU banners on a brick building, showing a football player and a cheerleader.NAU banners on a brick wall showing a football player and a smiling cheerleader.
SERVICES
Institutional Branding
Recruiting Collateral
Campaign Assets
Event Branding
Print Design
Email Graphics
Advertising
Apparel Graphics
ROLE
Associate Graphic Designer
IMPACT
+10.78% Flagstaff enrollment
3.1M new site visits (+11.26%)
+29.86% athletics revenue
All outcomes

Northern Arizona University is a public institution centered on equity, student success, and innovation. NAU is known for its diverse learning opportunities, research programs, supportive community, and unique mountain town setting.

The University Marketing department needed a design partner to create high-impact materials that not only captured the campus spirit, but also supported recruitment and student engagement.

NAU Discover brochures on blue, headed "Opportunity in every direction".
Students standing together on campus with snow-capped mountains behind them.
An NAU postcard inviting music applicants, with a student holding a clarinet.

Strategy

A historic red brick campus building framed by autumn trees.
University brand
Managing the university brand meant maintaining a consistent identity across various departments, while still creating a community that students want to be a part of. NAU positioned itself as a solid institution built for the future—eventually leading to a brand refresh to reinforce this positioning.

The challenge then became keeping daily work moving while adopting the new system. While the visual styles in my work for NAU shift from pre- to post-rebrand, my design focus remained consistent: clear hierarchy, effective CTAs, and audience-centric storytelling.
The NAU Red Folder, a faculty guide to supporting students in immediate distress.
Admissions
Designing for university admissions isn't just about hitting enrollment numbers, it’s also about guiding students through a huge life decision. This meant tackling two challenges at once: making sure students felt confident they’d succeed at NAU, while also creating and delivering effective recruitment tools.

I focused on creating empathy by making content feel simple and authentic. The idea was to clarify complex enrollment processes and create a sense of belonging before students even applied.
NAU basketball players in a huddle on the court, wearing white and blue uniforms in arena.
Athletics
Sports fans don’t just want to watch a game, they want to feel the energy of the community. The athletics brand is one of the most recognizable branches of the NAU visual identity, and later informed the university-wide rebrand. Maintaining this identity across new materials was key for donor relations, fan engagement, student life, and recruitment impact.

My strategy was to leverage the existing brand to rally the community and create a shared sense of belonging—while also supporting event branding, revenue, and fundraising efforts.
Two performers in traditional dress holding painted parasols at a cultural event.
Center for International Education
Studying abroad is both exciting and intimidating. The marketing strategy for NAU’s Center for International Education revolves around building trust. This meant positioning NAU as a top destination for international students, while breaking down barriers to studying abroad for domestic students.

My work focused on clarity, inclusivity, and the excitement of the experience to create reassuring narratives that empowered students.
Two male graduates in caps and yellow stoles smiling and celebrating at a graduation ceremony.
Commencement
Commencement is an important PR event for the university, balancing academic tradition with celebration. The event branding should create an intimate and elevated environment with a theme that resonates for that year’s cohort of students.

Every year, the Office of the President reviews commencement theme pitches and selects the final visual identity. My goal for my pitch was to reinforce NAU’s values, evoke emotional connection, and enhance the university’s public image.
Two students smiling at a green laptop in a campus lounge.
Marketing templates
A suite of print and digital templates was needed so that university stakeholders could create their own on-brand, professional materials—especially in the wake of the university rebrand. The templates needed to be easy to use, accommodate various messages, and maintain NAU’s design standards.

I focused on typographic hierarchy, streamlined messaging, and tailoring the design style based on the intended audience of each piece.

Creative

NAU "Native Journey to Academic Success" rack cards arranged on yellow.
University brand

For general university collateral, I maintained a consistent identity with a strong presence of primary colors, organized content, and diagonal elements for dynamism and movement. By drawing focus to CTAs, I connected students and staff to educational opportunities and helpful resources, driving traffic to the website and making NAU feel like a movement for the future.

With campus signage and swag, I invoked a sense of pride with premium, aspirational designs—making the materials feel less like institutional marketing and more like a culture students actually wanted to rep.

Northern Arizona University flyer with a smiling woman holding an oboe promoting music programs.
An NAU poster displayed in a bus shelter beside a campus path.
An NAU flyer about jobs for students in environmental health, beside a keyboard.
The NAU Red Folder faculty guide, setting out response steps and warning signs.
An NAU flyer about jobs for students in environmental health, beside a keyboard.
NAU basketball players huddle and cheer on court under arena lights before a game.
Three NAU department brochures reading "Express yourself", "Take center stage" and "Shape your future".
NAU music programme flyers featuring a smiling student holding an instrument.
An NAU College of Arts and Letters brochure spread headed "Find meaning".
The NAU Red Folder, guiding faculty on supporting students and when to call 911.

The 9 departments in the College of Arts and Letters had inconsistent pamphlets and outdated information that was not up to university standards. I redesigned all 9 brochures with a streamlined design that departments could easily edit and reprint in-house if needed. My redesign standardized these into a cohesive family for a stronger, unified image—and implemented hierarchy and imagery relevant for each audience.

NAU basketball players huddled in a circle on court celebrating with smiles and raised fists.
A blank email compose window with recipient and subject fields and a toolbar.An NAU invitation to Navajo Nation teachers for the DINÉ Annual Showcase and Open House.
A student wearing a navy NAU Lumberjacks sweatshirt.
Northern Arizona University music program postcard featuring a smiling woman holding an oboe.
NAU brochures on blue, one cover reading "Delivering results for you".

NAU Postal Services lacked an accessible how-to guide—meaning students relied on ad-hoc inquiries that slowed down service. I standardized their first brochure to create a self-guided resource. Despite being copy heavy, the clear headlines and sections make it easy for students to navigate their options, manage budgets, and use the mail system effectively.

Three students walking together along a tree-lined campus path.
Two Northern Arizona University flyers promoting transfer credit program and affordable tuition.
Admissions

I directed materials for transfer students, student onboarding, campus tours and expos, and department-specific recruiting. My focus was transforming complex information into clear, accessible visual guides for new and transfer students—creating scannable materials that are approachable and friendly.

I used authentic and colorful full-bleed imagery so prospective students could see people just like them at NAU—and envision themselves there, too.

A student working on a laptop in a campus study space.
An open NAU Discover brochure showing discovery sessions and a schedule.NAU Discover brochures shown open and folded on a blue background.
The NAU Red Folder, helping faculty recognise warning signs and respond to students.
Flyers for Northern Arizona University music program featuring a smiling woman with a clarinet.Flyers for Northern Arizona University music program featuring a smiling woman with a clarinet.
Hands placing an NAU Transfer Visit Day poster on a wooden board.
Students with glasses attentively taking notes in a classroom setting with a yellow text box.Woman presenting management styles with a slide to colleagues in a meeting room.Woman wearing cap and glasses writing in journal while sitting on rock by river with cliffs behind.The NAU campus among pine trees, with snow-capped mountains beyond.Three students reviewing a book sitting and standing by a garden wall outdoors on campus.Autumn streetscape with text placeholders for heading, subhead, icons, and lorem ipsum text.
Students with glasses attentively taking notes in a classroom setting with a yellow text box.Woman presenting management styles with a slide to colleagues in a meeting room.Woman wearing cap and glasses writing in journal while sitting on rock by river with cliffs behind.The NAU campus among pine trees, with snow-capped mountains beyond.Three students reviewing a book sitting and standing by a garden wall outdoors on campus.Autumn streetscape with text placeholders for heading, subhead, icons, and lorem ipsum text.
Woman in blue blazer shows clipboard to young man with backpack in bright hallway.Two students on a bench against a yellow-orange background, with a book and a laptop.Modern glass building with pointed roof panels, trees, and people walking and biking nearby.Two young men discussing while looking at a computer screen in an office setting.Two students sitting and talking on couches in a bright lounge area with mountain views outside.
Woman in blue blazer shows clipboard to young man with backpack in bright hallway.Two students on a bench against a yellow-orange background, with a book and a laptop.Modern glass building with pointed roof panels, trees, and people walking and biking nearby.Two young men discussing while looking at a computer screen in an office setting.Two students sitting and talking on couches in a bright lounge area with mountain views outside.
Two people at a table studying documents and a map, one pointing, one taking notes.Students working on laptops inside a modern glass-walled building with mountains visible outside.People walking on campus paths near modern buildings and landscaped greenery on a sunny day.People walking and biking on a tree-lined paved path with cherry blossoms and buildings nearby.Two smiling young women study together at a table with notebooks and a laptop.
Two people at a table studying documents and a map, one pointing, one taking notes.Students working on laptops inside a modern glass-walled building with mountains visible outside.People walking on campus paths near modern buildings and landscaped greenery on a sunny day.People walking and biking on a tree-lined paved path with cherry blossoms and buildings nearby.Two smiling young women study together at a table with notebooks and a laptop.

Recruitment and orientation slide deck template

NAU football players running onto the field behind an Arizona flag and NAU banner.
A blank email message window showing recipient, subject and formatting fields.An NAU basketball graphic promoting a Big Sky Conference social in Reno.
Athletics

I designed materials that honored the academic achievements of student athletes, influenced event attendance, and welcomed fans and the student body—turning school spirit into tangible assets and deepening student investment.

The custom, heavy headline font leads the way for the athletics look—solid, confident, and tough, with angles that mimic a lumberjack’s axe (NAU’s mascot). When paired with bold colors and resonant photography, the result is an unmistakable and high-energy identity that creates brand equity.

NAU football players running onto the field behind an Arizona flag and NAU banner.
NAU athletics banners on a brick building showing a footballer and a cheerleader.
NAU Music School postcards featuring a smiling student with an instrument.
A wood slice engraved "Wine & Dine in the Pines" on a blue background.
Outdoor banners welcoming NAU alumni and friends, with the Lumberjack mascot.
The NAU Red Folder, with faculty guidance on student support and calling 911.
A building banner reading "President Rita Hartung Cheng welcomes faculty, staff and alumni donors".
A marching band in blue uniforms and plumed hats playing brass in a parade.
The NAU Red Folder guidelines for faculty, covering support and when to call 911.
A yellow Golden Eagle Awards luncheon invitation marking the 40th anniversary.
Two male graduates wearing caps and gowns with gold stoles smiling during a ceremony.
A stack of NAU Passport orientation guides showing students in traditional clothing.
An open "How To Get Around" brochure covering NAU transportation services.
Graduate in cap and gown smiling as a woman kisses her on the cheek outdoors with flowers.
Program schedule and 2017-2018 Golden Eagle Top Scholar-Athlete Award winners with photos and bios.
Center for International Education

My work for the CIE focused on driving study abroad participation, supporting integration for international students, and amplifying NAU’s global brand prestige. I built trust with authoritative designs that utilized white space to balance dense information, making the world feel accessible rather than overwhelming. Photography choices emphasizes diversity and authenticity for inclusive, exciting visuals.

Five graduates in caps and gowns taking a selfie with their diplomas.
Smiling woman with braided hair wearing colorful beads and a blue, yellow, green shawl.
Northern Arizona University commencement booklet with graduate lifted by peers in cap and gown.
A "Polyglot Pocket Peace" bookmark with greetings in English, Chinese and German.
Three students studying and talking at an outdoor table among campus trees.
Man in graduation gown and tie laughing and talking with another person at an indoor event.
A stack of NAU Passport orientation booklets showing students in traditional attire.
A graduate in cap, gown and colourful sash receiving a kiss on the cheek.
Open booklet on yellow surface titled How To Get Around with transportation info and campus photos.
A person with a green latte viewing the NAU commencement page on a laptop.Website page on laptop showing happy graduates in caps and gowns celebrating commencement.
Commencement

College is by no means an individual experience—so, my commencement design theme focused on imagery of multiple people connecting with each other and celebrating together. The design system includes full-bleed photography and a sleek, white frame to bring the connection into focus. The person(s) in focus are layered on top of the frame to create a three-dimensional look, inviting viewers to take part in the celebration.

The concept strategically reinforces NAU’s values by focusing on community, support systems, and collective achievement—all key messages for public funding, community relations, and maximizing attendee conversion. Designed to invoke an emotional connection, this event theme was a top contender for the 2019 commencement season.

Blank email composition window with fields for recipients, subject, and a text formatting toolbar.
Graduates in caps and gowns hugging in celebration at commencement.
A stack of NAU Passport International Orientation booklets with student cover photography.
Open booklet on yellow background showing NAU transportation info with photos of people and bikes.
Woman kisses young graduate in cap and gown holding bouquet of yellow flowers outdoors.
An open programme featuring three Golden Eagle Award winners with their biographies.
Group of five female graduates in caps and gowns smiling, holding diplomas, and taking a selfie.
A smiling woman in colourful beads and traditional cloth interacting with children.
Northern Arizona University commencement booklet with graduate being lifted joyfully by friends.A stack of NAU Passport orientation booklets showing students in cultural attire.
An NAU "Polyglot Pocket Peace" bookmark with English, Chinese and German greetings.
Three students study and talk at an outdoor table on a sunny college campus with trees nearby.
Marketing templates

To empower university stakeholders, I created 65 print and digital templates—including postcards, invitations, posters, brochures, and digital signage. This streamlined marketing efforts and ensured consistency across university communications, making it easy for anyone in any department to create professional materials.

The templates were optimized for various audiences to support institutional goals including increasing event attendance, driving enrollment inquiries, and providing educational resources.

An NAU template with a photo placeholder, headers, call to action and logo.An NAU event invitation template with photo, date, location and RSVP placeholders.An NAU event flyer template with headline, date, time, RSVP and contact fields.An NAU template with main and secondary titles, bullet points and a callout area.An NAU flyer template with photo, title, text and contact placeholders.A stack of NAU Passport orientation booklets with student cover photography.
An NAU template with a photo placeholder, headers, call to action and logo.An NAU event invitation template with photo, date, location and RSVP placeholders.An NAU event flyer template with headline, date, time, RSVP and contact fields.An NAU template with main and secondary titles, bullet points and a callout area.An NAU flyer template with photo, title, text and contact placeholders.A stack of NAU Passport orientation booklets with student cover photography.
An NAU postcard template holding a Monday to Friday event schedule.An invitation template reading "Invitation Title" with the NAU logo beneath.Northern Arizona University slide template with placeholder for title and photo area.An NAU Week schedule template for 5 to 9 November, with placeholder activities.An NAU event slide template with title, date, time, location and photo fields.An NAU slide template with photo, intro line and title on a blue background.A blue NAU block with subtitle, two title lines, logo and a nau.edu link.
An NAU postcard template holding a Monday to Friday event schedule.An invitation template reading "Invitation Title" with the NAU logo beneath.Northern Arizona University slide template with placeholder for title and photo area.An NAU Week schedule template for 5 to 9 November, with placeholder activities.An NAU event slide template with title, date, time, location and photo fields.An NAU slide template with photo, intro line and title on a blue background.A blue NAU block with subtitle, two title lines, logo and a nau.edu link.
Page layout with questions on left, blue callout, headers, and placeholder for photo on right side.An NAU brochure template with photo, title and contact placeholders.An NAU brochure template with photo areas, text blocks, contact fields and logos.A layout with yellow headers, bullet points, two photo areas and an application prompt.
Page layout with questions on left, blue callout, headers, and placeholder for photo on right side.An NAU brochure template with photo, title and contact placeholders.An NAU brochure template with photo areas, text blocks, contact fields and logos.A layout with yellow headers, bullet points, two photo areas and an application prompt.
For current students/campus community
An NAU brochure layout with headers, contact details, logos and photo placeholders.A three-column template with headers, body text and a yellow circular callout.An NAU template with logo, text blocks and photo placeholders on both sides.A template with title, photo and header fields plus a yellow circle for a URL.
An NAU brochure layout with headers, contact details, logos and photo placeholders.A three-column template with headers, body text and a yellow circular callout.An NAU template with logo, text blocks and photo placeholders on both sides.A template with title, photo and header fields plus a yellow circle for a URL.
A design template with title, header, body text, photo area and the NAU logo.A yellow and navy NAU banner template with subtitle, title and photo fields.Northern Arizona University banner with placeholder text for title, photo, and call-out box.An NAU template with header, title, two text columns and a photo area.Northern Arizona University logo top left with placeholder text 'HEADER GOES HERE' on right.Northern Arizona University banner with placeholder text for primary title and secondary title line.
A design template with title, header, body text, photo area and the NAU logo.A yellow and navy NAU banner template with subtitle, title and photo fields.Northern Arizona University banner with placeholder text for title, photo, and call-out box.An NAU template with header, title, two text columns and a photo area.Northern Arizona University logo top left with placeholder text 'HEADER GOES HERE' on right.Northern Arizona University banner with placeholder text for primary title and secondary title line.
Northern Arizona University logo above text: Find Your True North with a placeholder for a photo.Northern Arizona University template with placeholder titles, text blocks, and a grey photo area.An NAU flyer layout with title, caption, photo and text placeholders.An NAU template with headings, body text, a photo area and a yellow call-out box.Northern Arizona University template with placeholder for title, photo, headers, and body text.Northern Arizona University logo with placeholder text headers and a photo placeholder on the right.
Northern Arizona University logo above text: Find Your True North with a placeholder for a photo.Northern Arizona University template with placeholder titles, text blocks, and a grey photo area.An NAU flyer layout with title, caption, photo and text placeholders.An NAU template with headings, body text, a photo area and a yellow call-out box.Northern Arizona University template with placeholder for title, photo, headers, and body text.Northern Arizona University logo with placeholder text headers and a photo placeholder on the right.
For prospective students and families

Impact

I was instantly impressed with Maddie Moe’s design skills, initiative, and work ethic within the first week of hiring her. She understood the brand’s importance and maintained its consistency. We worked with a high volume of projects and Maddie Moe was able to keep up while maintaining a great attitude. She’s self-motivated, attentive to detail, and professional. She was a valued member of our team.
Erin Engelmann, Design Manager at NAU’s University Marketing
Erin Engelmann,
Design Manager at NAU’s
University Marketing
3.1M additional website visits (+11.26%)
I designed collateral that routed users to key campus resources, event registries, and academic portals—supporting steady growth for NAU.
29.86% surge in athletics revenue
I created successful fundraising communications, while also developing materials to amplify the athletics brand and increase fan engagement.
3.67% one-year student retention lift
My work connected students to campus communities and learning experiences, driving engagement and contributing to the lift.
A unified institutional image
From 65 print and digital templates to custom design requests, my work ensured consistent and high quality interactions with the brand.
10.78% increase in Flagstaff enrollment
This two-year growth proves the NAU brand competitive and admissions collateral effective—all while defying national declines in enrollment.
Culturally responsive marketing
I drove global recruitment and study abroad participation that resonated across audiences and supported NAU’s internationalization.
Credits
Creative Director
RenSu Yang
Asst. Director of Design
Erin Engelmann
Graphic Designers
Jane Muller, Antoinette Reutimann, Kevin Houck, & Leah Donell
Project Manager
Lincoln Rexing
Client Services Managers
Kyrie Fry & Shaun El-Ters
Photo & Video Manager
Josh Biggs
Trademark & Licensing Manager
Adam Ojeda
Sr. Comms Analyst
Heather Tate
Photography courtesy of
NAU Marketing & NAU Athletics
Creative Director
RenSu Yang
Asst. Director of Design
Erin Engelmann
Graphic Designers
Jane Muller, Antoinette Reutimann, Kevin Houck, & Leah Donell
Graphic Designers
Jane Muller, Antoinette Reutimann, Kevin Houck,
& Leah Donell
Project Manager
Lincoln Rexing
Client Services Managers
Kyrie Fry & Shaun El-Ters
Photo & Video Manager
Josh Biggs
Trademark & Licensing Manager
Adam Ojeda
Sr. Comms Analyst
Heather Tate
Photography courtesy of
NAU Marketing & NAU Athletics
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