
Chopping Down Understandings
Our team kicked off the project building a deep understanding of the students who major in wood science and biomaterials (and other various program names) from partner universities across the United States. We used what we learned from faculty and students to create an initial ad set and brochure design.

Building Personas
What we found was that these students consume all of their information online but deeper than that each degree solves a difference problem with varied career potential. We wanted to create actionable items as a means to build the interest around each student's career goals or interests, so the personas and customized landing pages were born!

Customizing Content
After fleshing out the personas and the text for each group, our team drafted content and designed the landing pages that the ad designs led the students to.