VCU School of the Arts
School of the Arts Illustrations
🏆 Indigo Design Award
Gold Prize Winner in Integrated Graphic Design 2020
Client: VCUarts
1. Admission Packet
Objective
VCUarts connects with prospective students through email, social media, letters, and postcards. While communications traditionally featured college student artwork, these images, though showcasing talent, could feel discipline-specific and challenging for the target audience of high school students. The goal was to create a flexible visual language that reflects the school’s inclusive and creative environment, helping all prospective students see themselves represented.
Roles
Art Direction
Conceptualization
Illustration Lead
Animation
Deliverables
E-Newsletter
Social Media Graphics
Instagram Stickers
Acceptance packet
Postcards
Timeframe
4 weeks
Released: Summer 2019 – present
Concept
The design emphasizes diversity and human connection through playful, whimsical illustrations of characters representing a range of cultural backgrounds, genders, and abilities, using the VCUarts brand colors of red and yellow along with secondary palettes. The approach encourages prospective students to see themselves within the creative VCUarts community, fostering a sense of inclusion and belonging.
Process
Each of the 16 departments was carefully represented, while the layout was adjusted to make everything feel cohesive. Art supplies and geometric shapes brought the characters together. The hint of T. Pott Bridge, a city landmark, came to ground the design in the school’s hometown (Richmond, Virginia). Layout refinements balanced visual storytelling with clear communication, keeping key information prominent while maintaining a dynamic and engaging composition.
Outcome
The illustrations created a vibrant, inclusive, and approachable visual identity for VCUarts communications, helping prospective students connect emotionally with the school’s creative community. The design was successfully applied across invitations, acceptance packets, event posters including social media. The social media digital stickers has reached over 1,000,000 views within first two weeks of releasing. This enhanced engagement, clarity, and recognition while reinforcing the school’s unique personality and sense of place.
2. National Portfolio Day and Open House
Objective
National Portfolio Day is an annual event held across multiple locations in the United States, Canada, and Europe. It provides prospective students with the opportunity to receive advice on how to improve or present their art portfolios and to experience the creative atmosphere of a professional art or design program. For many, it may also be the first time they join a community of people who share a strong commitment to art and design in one place. Sponsored by National Portfolio Day Association (NPDA), hosted by VCUarts for 40 leading art schools in the United States.
Roles
Visual Design
Conceptualization
Branding
Illustration
Deliverables
Poster 13,000 copies (5-color printing)
Envelopes
Social Media Graphics
Social Media Stickers
Digital posters
Timeframe
6 weeks
Live: January–June 2022
Outcome
The use of neon pink (PANTONE® 806 C) added bold, energetic vibrancy across all materials. For National Portfolio Day, a white background allowed the illustrated characters to pop, while for Open House, a pink background used a sectional view inspired by architectural drawings, cutting through the building to reveal student life inside. This approach mirrored the meaning of “open house,” giving prospective students a glimpse into the creative environment. All 16 departments, ranging from Art Education to Music, Theatre, and Sculpture, were represented through characters in dynamic actions, highlighting the breadth and diversity of VCUarts.
