Overview / Executive Summary
For my senior capstone, I served as Art Director on the State of the YAYA, an annual research-driven campaign developed by Mizzou’s MOJO Ad teams to explore how young adults define and pursue success. The campaign was called Replica, a simulation in which YAYAs navigate three archetypes: the Corporate Climber, the Social Butterfly, and the Bag Chaser. Each one captured a different take on what it means to “make it,” and the tension between hitting daily wins versus actually feeling fulfilled long-term. My work included visual direction, plan book design, social media content, and presentation of the materials and research.
The Challenge
Our challenge was taking the research and turning it into something visually compelling that would resonate with both marketers and the generation we were studying without it feeling fake or out of touch.
The Solution / Process
I worked closely with our strategists to build out a visual world that matched our insights. We landed on Replica as this immersive simulation concept where YAYAs could “play” through different versions of success. From there, I created a visual identity inspired by gaming and data storytelling. That meant designing the plan book to feel like you were entering a game and creating compelling Instagram content.
Final Design & Visuals
Included in the campaign deliverables:
An 18-page plan book with a cover designed to look like an actual video game box
Three Instagram posts introducing the Replica concept and engaging both the YAYA audience and industry professionals
Results & Impact
• The plan book and presentation delivered a visually distinctive and research-driven narrative that clearly communicated the campaign’s insights
• The Replica concept provided a memorable framework for understanding how YAYAs define and pursue success
• The campaign was presented to more than 200 audience members,
including industry professionals
Role / Tools
Role: Art Director, Graphic Designer, Social Media Designer
Responsibilities: Branding creation, plan book design, social media design, visual strategy, secondary research
Tools: Adobe Illustrator, Adobe Photoshop, Adobe InDesign, Instagram
ClientMOJO AdServicesGraphic Design, Brand Development, Social Media Design, Print DesignLinkView the Replica Plan Book
