Role: Creative Director
Scope: Experiential Branding · Digital Storytelling · Website Strategy · Cross-Channel Campaigns
Goal: Elevate Seattle University’s 2025 Commencement into a unified, inspiring experience that reached audiences both in person and online. The goal was to celebrate the graduating class across digital platforms, physical environments, and live ceremonies and bring Seattle University to the Climate Pledge Arena.

Creative Strategy

Led creative direction across multiple channels to ensure brand consistency, integrity, and user engagement. Developed and executed:

• Experiential branding at Climate Pledge Arena
• Video storytelling for pre-show, in-ceremony, and social channels
• Website content strategy and alignment
• Cross-platform design toolkit to support campus-wide promotions

Execution & Deliverables

Experiential Design & Branding

• Designed cohesive environmental graphics: wall visuals, LED ribbons, jumbotron twins and branded digital signage for arena navigation
• Helped develop a Canva-based toolkit for distributed communications teams
• Supported live event visuals: PowerPoint templates, animations, and pre-show videos

Storytelling & Video Production

• Oversaw production of 23 original videos celebrating students’ journeys
• Directed pre-show content and video highlights used across:
  • Commencement ceremonies
  • Social media (Instagram, Facebook, YouTube)
  • SeattleU Newsroom
• Commencement video highlights – horizontal long format:
  • YouTube: 438 views
  • Facebook: 3,525 view | 115 interactions
  • LinkedIn: 3,412 views | Clicks 651

Digital Content & Website Performance

• Website traffic (June 1–17):
  • Homepage views: 27,915
  • Commencement page: 10,217
  • Overall Commencement website traffic: + 5% from 2024
  • Program + livestream: 5,975
  • Parking & transportation: 4,941
  • 1,646 program downloads
• Peak mobile usage on June 16 with 6,783 users

YouTube Livestream Performance

• Undergrad 2025 stream: 5,754 views | 626 peak concurrent
• Grad 2025 stream: 4,687 views | 497 peak concurrent
• Significant growth over 2024 livestream metrics:
  • Undergrad views up +62.8% from 2024
  • Grad views up +61.4% from 2024

Social Media Performance

16 posts were created and posted across platforms

• Day of ceremony posts:
  • 10,866 total engagements
  • 3,746 total likes/reactions
  • 201 total reposts
• Commencement Recap Video
  • 2,184 total engagements
  • 1,220 total likes/reactions
  • 27 total comments
  • 114 total shares

Results & Impact

• Seamless alignment of digital and in-person brand experience
• Measurable increases in video engagement and livestream reach
• Scalable toolkit empowered internal teams across campus
• Event branding successfully transformed a major venue into a celebration for graduating students