Adult Learner & Workforce Campaign

I helped create an integrated adult-learner campaign for Long Beach City College, anchored by the platform “We Get You. We’ve Got You.” The work reframed LBCC not as an institution but as a moment of confirmation, meeting adult learners emotionally before asking them to act. It spanned direct mail, print catalogues, campus signage, and digital, with a parallel redesign of LBCC’s Workforce and Economic Development materials.

Adult learners are often overextended and uncertain about returning to school. Research showed motivation came not from more information but from confirmation, belonging, and timing—adults act when something feels meant for them. The campaign positioned LBCC as that signal.

Two complementary executions carried it. More Than a Sign (“You asked for a sign. We mailed it.”) centered on a printed catalogue that arrived as quiet affirmation rather than promotion, leaning into cultural familiarity around signs and alignment to stay inclusive. Next Starts Now then shifted toward agency and momentum, inviting adults to choose themselves and move forward.

One visual system held it together:

• Warm, cinematic photography of real adult learners
• Bold editorial typography with clear hierarchy
• Grounded, conversational copy and CTAs such as “Start Your Story” and “Say Yes to Yourself”
• Flexible layouts that scaled across print, digital, and program-specific materials

The adult-learner mailer served as the entry point; digital and campus extensions reinforced it; workforce program materials delivered clarity and pathways. I redesigned those workforce materials in parallel, shifting tone toward outcomes—industry-responsive training, career pathways, regional impact—while keeping shared templates, type, and color.

The campaign reframed LBCC as both a place of belonging and a launch point for real opportunity. Deliverables included the adult-learner catalogue and mailer, campus posters and signage, workforce brochures, web-ready assets, and modular templates—showing how strategy, storytelling, and design systems work together to drive engagement.