Objective
At CNM’s MCO, our goal was to showcase the full range of offerings from CNM, CNM My Way, and CNM Ingenuity with the message "One College, Infinite Possibilities." We aimed to boost enrollment across all CNM brands. My role involved designing the campaign logo, graphics structure, and collaborating with other MCO teams.
Project Scope
Our campaign focused on highlighting CNM's diverse educational and career opportunities, emphasizing its innovation, storytelling, dynamic personality, and community spirit. We positioned the campaign work to capture the attention of five key audiences: New to College, Early Career Adults, Continuing Ed Students, Transfer Students, and Special Interest Groups.
Inspiration & Process
The brand campaign brief aimed to celebrate CNM's diverse students and their achievements. MCO leadership and the Strategic Executive Team wanted a campaign that resonated across various programs. Drawing inspiration from street art, we created bold lettering, illustrations, and minimalist designs featuring geometric shapes and photos of happy students and alumni. The goal was to craft visuals that encouraged students from all backgrounds to see themselves as part of the CNM community, regardless of their goals or chosen program.
“The campaign’s tone should be compelling, grounded in student success, community involvement, and stories that empower."
Conclusion
The COVID-19 pandemic led to declining enrollment across higher ed, with students uncertain about their futures. MCO responded by showcasing CNM’s commitment to supporting students both during their education and post-graduation. We shifted away from typical, impersonal messaging to something warm, authentic, and aligned with CNM’s culture. Since launching the campaign in 2022, CNM has seen a rise in enrollment, fostering pride and a strong sense of affirmation among students.
Ford Transit Vehicle Wrap (Design: Candice Callado) | CNM Brand Campaign Logo (Design: Luke Thresher)
Ford Transit Vehicle Wrap (Design: Candice Callado) | CNM Brand Campaign Logo (Design: Luke Thresher)
Recruitment Material (Art Direction: Colton Davies | Design: Candice Callado) | Sticker Sheet (Design: Colton Davies, Luke Thresher, Candice Callado & Diana Beltran-Chavarria)
Albuquerque The Magazine Publication
Flyer 1
