portfolio > Strategic Marketing
Community Advocacy & Public Relations
The New School
Fostering Student Health & Wellness
Credits:
Will Johnson
ROLE
Creative Director
Brand Strategist
Multimedia Producer
Campaign Consultant
Founder and Program Director
Credits:
COLLABORATORS
GIULIA PRESTIA | Marketing Director
TAMARA OYOLA-SANTIAGO | Director
RACHEL KNOPF SHEY | Director
JOSH GWYNN | Co-Founder
BRITTANY MECHÉ | Co-Director
NATHANIEL PHILLIPS | Co-Director
Key Contributions
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Health Initiatives and Wellness Campaigns
Developed impactful multimedia materials, including print and digital guides, to provide students with access to mental health resources and safety information.
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Curriculum, Orientation, and Training Development
Designed clear, accessible orientation guides and event programs tailored for seven divisions, fostering a sense of belonging and easing student transitions.
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Community Advocacy and Brand Awareness
Established and branded the Queer Collective, a sustainable student-led organization that hosted events, workshops, and inclusive programming across campus.
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Video Production and Tailored Messaging
Produced educational video content, including a sexual assault awareness PSA and a preferred gender pronoun (PGP) campaign, promoting informed, inclusive campus dialogue.
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Program Management and Event Promotion
Led the creative direction for large-scale student events, such as Queer Prom and Homecoming Ball, using event branding and promotion to increase participation and visibility.
Challenge
Navigating the diverse needs of The New School’s student body while maintaining alignment with institutional goals required a multifaceted approach. Health and wellness materials needed to be accessible and inclusive, while orientation resources had to effectively communicate essential information across seven distinct school divisions.
Additionally, launching the Queer Collective as a long-term advocacy space meant establishing a sustainable brand identity and fostering ongoing community support.
Balancing these priorities, all while ensuring authentic representation and engaging storytelling, posed a significant challenge.
EMERGENCY CONTACT CARDS
New Student Orientation | Fall 2015
Designed by Will Johnson
WHAT’S THE TEA (Promotional Banner)
Queer Collective | Fall 2015
Designed by Will Johnson
Solutions
To address these challenges, I developed tailored strategies for each project, centering student voices and lived experiences in the creative process.
Health & Wellness Initiatives
I collaborated closely with faculty and staff to produce clear, visually engaging materials that simplified complex information, ensuring students could easily access vital health resources.Orientation Campaigns
For the university-wide orientation, I created adaptable templates and divisional guides that unified the experience while maintaining a sense of school pride and individual identity.Community Advocacy
Through the Queer Collective, I built a brand that reflected the intersectional experiences of the student body. By leveraging bold visuals and inclusive messaging, the initiative established itself as a trusted resource for education, celebration, and support.Multimedia Storytelling
From the development of impactful PSA videos to dynamic event branding, I ensured that each piece of content resonated emotionally and reflected the values of The New School.
These integrated solutions not only met immediate project goals but also laid the foundation for long-term impact and sustainable student engagement.
Outcomes
& Impacts
Improved Campus Support
Students gained streamlined access to essential health resources through easy-to-navigate digital and print guides, leading to increased resource utilization.
Inclusive Community Building
The Queer Collective established a lasting legacy at The New School, providing ongoing community support, advocacy, and visibility for marginalized students.
Increased Student Engagement
Orientation materials ensured seamless student onboarding, resulting in increased participation in campus events and higher retention rates.
Cultural Impact
Sexual assault awareness campaigns and gender pronoun initiatives raised visibility around critical social issues, encouraging safer and more inclusive campus dialogue.
Sustainable Leadership
Leadership development programs and advocacy workshops empowered students to continue fostering inclusive change, establishing long-term impact across campus.
CLIENT FEEDBACK
"Will’s creative leadership and commitment to inclusive storytelling made an incredible difference in how we engage and support our students. His ability to turn ideas into actionable campaigns ensured our initiatives resonated deeply across campus."
— TAMARA OYOLA-SANTGIAGO
LGBTQ+ Resource Center Coordinator
The New School
"The Queer Collective remains a vibrant and vital part of our university, and that’s due in large part to Will’s dedication. He brought our vision to life with thoughtful branding and intentional programming that empowered our community."
— TRACY ROBIN
Associate Provost for Student Health Services
The New School
