Challenge

IDEO U runs a rotating slate of courses throughout the year incuding leadership, design thinking, strategy, storytelling, team-focused, and AI. Each needed its own sign-up campaign without losing IDEO's distinct human-centered design voice.

Strategic Approach

For each course launch, I wrote the ad copy driving sign-ups, working closely with our designer to bring the Creative Direction to life. On select campaigns, I stepped into a broader Creative Strategy role, shaping messaging and direction rather than solely executing against an existing brief.

Key Innovation

Treating each course as its own micro-campaign kept messaging specific to what made each genuinely different, instead of defaulting to generic "sign up now" language.

Business Impact

Consistent, course-specific copy execution kept IDEO U's sign-up campaigns running throughout the year, with creative strategy contributions on select launches adding sharper direction where it mattered most.