project type
project type
campaign
my role
my role
graphic designer
client
client
California state university
Campus Quest
The California State University
Campus Quest
The California State University
Campus Quest
The California State University
Campus Quest is an interactive, multi-channel campaign that reimagines how prospective students explore the CSU system through a personality-driven quiz designed to spark discovery and increase enrollment consideration. Launched from February 5–26, 2026, the campaign combined digital media and in-person activations, including interactive quiz experiences, branded environments, and giveaways, to create cohesive touchpoints for engagement.
Campus Quest is an interactive, multi-channel campaign that reimagines how prospective students explore the CSU system through a personality-driven quiz designed to spark discovery and increase enrollment consideration. Launched from February 5–26, 2026, the campaign combined digital media and in-person activations, including interactive quiz experiences, branded environments, and giveaways, to create cohesive touchpoints for engagement.
Logo Iterations
Experience Strategy & Character Development
Experience Strategy & Character Development
The initial concept centered on career-based matching, but this approach introduced complexity and limited exploration. The strategy shifted to a personality-driven model based on lifestyle and environmental preferences, such as coastal, urban, or nature-oriented settings. This pivot enabled broader discovery across CSU campuses and informed development of a scalable character system.
The initial concept centered on career-based matching, but this approach introduced complexity and limited exploration. The strategy shifted to a personality-driven model based on lifestyle and environmental preferences, such as coastal, urban, or nature-oriented settings. This pivot enabled broader discovery across CSU campuses and informed development of a scalable character system.
First Iteration
Second Iteration
Second Iteration
Designed region-based character concepts for CSU campuses, using AI-assisted visuals to expedite early iterations and secure client approval before final illustration.
Designed region-based character concepts for CSU campuses, using AI-assisted visuals to expedite early iterations and secure client approval before final illustration.
Third Iteration
Third Iteration
Freelance illustrator Dorothea Taylor elevated the concepts into refined hand-drawn vector illustrations. We collaborated through iterations, refining expressions and style for each character.
Freelance illustrator Dorothea Taylor elevated the concepts into refined hand-drawn vector illustrations. We collaborated through iterations, refining expressions and style for each character.
Background Designs
Background Designs
Dorothea Taylor created background illustrations for each character’s setting, which I refined to align with CSU branding and the characters’ color palettes.
Dorothea Taylor created background illustrations for each character’s setting, which I refined to align with CSU branding and the characters’ color palettes.
Campaign Activations
Campaign Activations
In-person events in Oakland, Pomona, Riverside, and Palm Desert extended the campaign through iPad-based quiz interactions, branded environments, and giveaway items, creating cohesive touchpoints for discovery and engagement.
In-person events in Oakland, Pomona, Riverside, and Palm Desert extended the campaign through iPad-based quiz interactions, branded environments, and giveaway items, creating cohesive touchpoints for discovery and engagement.
Character Sticker Cards
Character Sticker Cards
We created four possible character archetypes that encompass the CSU system’s regions through geographical and lifestyle characteristics.
We created four possible character archetypes that encompass the CSU system’s regions through geographical and lifestyle characteristics.
Credits
Art director
Art director
Kari McKinney
visual designer
visual designer
Lily Auyeung
Jasmine Romero
copywriter
copywriter
Matt Welborn
animator/video editor
animator/video editor
Sean Arntson
illustrations
illustrations
Dorothea taylor
Freelancer &
Getty Images
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