University of San Diego
This is the horizon.
Apart from academics, the University of San Diego is known for its idyllic campus on a hill with breathtaking views of the Pacific Ocean across Mission Bay. It was built there with intention by Mother Rosalie Hill, who believed that “beauty, goodness, and truth” are the pillars of a good education. Everything on campus is driven by similar ideals, home to one of the only schools of peace in the world, USD is a vision of what could be, driven by an idea that lies at the edge of possibility.
A place where the edges of everything come together—the horizon.
The horizon metaphor defines the university as a place of dynamic convergence and a reflection of our most aspirational ideals.
The campaign launched with targeted digital ads and large-scale OOH in critical markets. Simple, bold, and playful in a way you may not expect from a private catholic higher-education institution. The campaign invites people to come to the edge of everything and find their horizon.
A suite of strategic touch points for prospective students along their admissions journey continued the horizon narrative.
Tactics ranged from traditional print pieces to an AR campus tour experience and web apps connecting prospective students to university ambassadors.
We created a first-of-its-kind customizable digital viewbook that enabled their team to develop bespoke narratives for various target audiences based on insights they had about their interests.
The tool had many content modules, one would shuffle different “x meets y” matchups, and another would compare the weather in San Diego to wherever the user was, which was especially persuasive when sending it to prospects in colder climates. It also had two skins, one for undergraduates and another for graduate audiences.
