Pima Community College - Direct Mail

To drive enrollment for Pima Community College's Fall 2025 semester, we created a bold, Gen Z–centered campaign that broke away from traditional higher ed marketing.

With deep insight into Gen Z’s design preferences—think maximalism, surrealism, and a strong radar for authenticity—we developed a series of direct mail pieces that felt more like an experience than an ad. Each mailer featured unexpected, tactile “cracker-jack-box” moments, complete with quirky backpack-worthy items like buttons and stickers to spark curiosity and drive brand engagement.

We explored various branding solutions and landed on the idea of a mosaic sun. OV is a community that appreciates public art and has many beautiful mosaics throughout the Town. The mosaic symbolizes community, the many individual pieces coming together to form one vision. The usage of the sun image not only represents the Sonoran Desert; it also communicates guidance, navigation and a bright future. The mosaic’s spiral was inspired by the petroglyphs found at  Honey Bee Canyon Parkand represents the path of growth and success.  

Expanding the brand beyond a name, tagline and logo, we developed an illustrative and artistic visual aesthetic that represents the nature and creative culture in Oro Valley. We combined illustration and local imagery to create an authentic Oro Valley brand.  

Finally, we put the brand into action. To get the message out to the community and encourage participation, we developed numerous pieces of marketing collateral, including a video, indoor and outdoor signage, flyers and brochures, and various advertising and promotional items.