Editorial & Publication Design
LMU Travel Viewbook for Recruitment
They say print is dead, I say non-functional print is dead. With shrinking budgets and most booklets heading straight for the recycling bin, it made sense to merge our full Viewbook and the smaller travel version into one comprehensive, intentional piece.
I began by reworking the layout to create a clearer visual hierarchy and a more intuitive reading experience. From there, I refined the copy to better reflect the voice of our students and community. I also designed an illustrated map highlighting key local spots, places that spark curiosity in out-of-towners, imagining a future in the city of Los Angeles. Using insights from student surveys, I expanded descriptions of resources that had previously been overlooked or hard to find, ensuring the booklet felt genuinely useful rather than purely promotional.
The final product isn’t just a booklet; it’s a purposeful, engaging tool that respects both our audience and our budget. By focusing on clarity, relevance, and thoughtful design, I transformed what would be considered a “throwaway” into a substantial print piece that informs, inspires, and earns its place in prospective students’ and families’ hands.
LMU Academics and Success Booklet at the Rams Training Camp
In Summer 2024, LMU hosted the Los Angeles Rams’ training camp as part of a high-profile university partnership. I led the creative strategy for a unified Undergraduate and Graduate booklet designed to present a cohesive institutional narrative for this large-scale public initiative.
I began by establishing a clear visual direction for the project, identifying the need for a new hero image that could anchor the booklet and elevate the partnership’s visibility. When the existing photo archive failed to meet the strategic goals of the piece, I made the decision to produce original photography, capturing a new campus image that ultimately became one of the most dynamic and vibrant landscapes I’ve created in my ten years photographing LMU.
Working within a two-week timeline, I managed the full design and production process for a comprehensive booklet distributed during Community Practice Days. To ensure brand accuracy and production quality under tight deadlines, I led an in-person press check—critical for maintaining consistency with LMU’s PMS color palette and visual identity standards.
The design system was strategically built around iconic campus architecture, using each structure as a compositional framework for the layouts. I intentionally directed photography with shallow focus to allow foliage to function as negative space for typography, enhancing readability while adding depth and visual cohesion. For the Graduate Programs section, I introduced a custom texture sourced from a photographed campus metal grate, reinforcing a sense of place and subtly differentiating the graduate content while maintaining a unified visual language.
Admitted Student Guide: Important Resources for Incoming Students
LMU Undergraduate Admission hosts several admitted-student events each spring, and I lead the strategic redesign of the Admitted Student Guide, which was distributed to over a thousand attendees at each event.
I partnered with the team to define a notebook-inspired visual direction that aligned with the university’s brand standards, translating their goals into a cohesive design system that balanced creativity with institutional consistency.
Beyond visual updates, I re-evaluated the guide’s content strategy to better support incoming students. While previous editions focused primarily on clubs and academic resources, I expanded the scope to include dining options, local entertainment, on-campus wellness services, and other practical information critical to the transition to college life. The final deliverable was a 16-page, strategically curated booklet featuring essential resources and key Orientation dates.
Following strong leadership feedback, I was asked to extend the guide into a PowerPoint presentation. I led the end-to-end creative process across both formats, including concept development, layout design, copywriting, image sourcing, and print production oversight.
