Direct Effect

Direct Effect is a nationwide USPS education and engagement program designed to introduce students and educators to the role of direct mail within modern marketing.

As the design lead within a $3.5M program portfolio, I helped shape a flexible visual system that could extend across campaigns, publications, digital communications, educational materials, and live events. The challenge was not simply creating individual assets, but building a recognizable experience that could remain cohesive across changing audiences, formats, and program needs.

The core identity ties the whole program together: a flexible logo, a clear color system, and a library of campaign, publication, and event collateral that stays recognizable from a business card to a classroom box.

Free, self-paced courses that introduce students to integrated marketing, from segmenting an audience to connecting mail with digital channels. Learners earn a Credly micro-credential badge when they complete the program.

Single-day experiential events that bring students from several colleges together to design and build integrated marketing campaigns in response to real live-client briefs. The brand system extends across event environments, facilitator guides, and student-facing materials.

A program that brings industry experts and Direct Effect ambassadors into the classroom to share real-world integrated marketing experience with students and faculty.

A downloadable library of live-client videos, campaign planning tools, and facilitator guides that let faculty bring real integrated-marketing challenges into their classrooms.