Life and Form Co. is Julianna Wild. All work shown here has been curated, designed, and developed by her in consideration of admission to the Master of Design and Innovation program.
Cal Poly Student Affairs/External Relations
Higher Education
Services: Branding, Graphic Design, Strategic Marketing Support, Communications
Cal Poly External Relations plays a central role in guiding students and their supporters through key university milestones, from admission to Commencement. These programs connect the institution, families, and the broader community, keeping audiences informed, connected, and celebrated throughout the student journey.
A comprehensive brand and communications refresh was developed for Parent and Family Programs and Commencement. The goal was to align these programs more closely with Cal Poly’s established brand while creating a distinct, cohesive identity that resonated with diverse audiences, primarily Gen X and Baby Boomer parents, as well as Gen Z students.
The strategy focused on modernizing visual identity and refining messaging to be more people-centered, celebratory, and contemporary. Key digital marketing channels, including email, social media, and web, were revitalized to deliver clear, audience-specific messaging while maintaining consistency across touchpoints. Print materials were also redesigned to reflect a unified and elevated brand presence.
This approach balanced tradition with innovation, honoring the significance of milestone events while introducing a fresh, engaging aesthetic that better reflects the Cal Poly experience today.
Results
The refreshed strategy led to increased visibility and stronger brand recognition across both programs. Engagement improved across email communications, social media, and web platforms, while updated visual assets contributed to a more cohesive and memorable experience for students and their supporters.
Cal Poly Commencement
External Relations supports and plans Commencement, one of the largest events on campus, welcoming more than 40,000 guests and supporters to the university each year. Clear and effective communications are essential to successfully navigate six ceremonies and ensure access to key program elements that make Commencement one of the most impactful annual events.
A strategic refresh of maps and digital communications elevated the accessibility of program information and improved the overall guest experience. These enhancements helped audiences more easily navigate the event while increasing engagement and enjoyment throughout the ceremonies.
New Look, New Tone
One of the more dynamic challenges of Commencement communications is effectively engaging Gen Z graduates. Traditional email outreach often goes unnoticed, creating a need for more intentional and audience-centered strategies.
A refreshed approach introduced a more engaging tone paired with communication styles and language that resonate with Gen Z audiences. Digital content was expanded to include videos, GIFs, and short-form reels, transforming standard communications into more interactive and visually compelling experiences.
These enhancements led to increased engagement across channels, resulting in greater awareness and a clearer understanding of how graduates can prepare for Commencement.
Parent and Family Programs
Cal Poly Parent and Family Programs serves as a central resource for parents and supporters, providing the tools and information needed to help their students thrive at the university. Effective communication is essential to ensuring these audiences can easily access resources and stay connected throughout their student’s journey.
A strategic expansion of digital communication channels strengthened visibility and created consistent, reliable touchpoints for timely updates on programs and campus events. The brand was elevated to feel both polished and approachable, reinforcing its role as a supportive, engaging, and trusted resource.
A comprehensive visual and messaging refresh introduced more people-centered imagery and a cohesive voice across platforms. Consistency was established across Meta platforms, email communications, and print materials, including flyers and mailers, ensuring parents and supporters are reached at every stage of their experience with Cal Poly.