MICA Fuel

Strategy, User Experience, Design 

The Maryland Institute, College of Art (MICA) is the oldest independent, degree-granting, fully-accredited art college in the nation. I have a long standing relationship working with MICA on a wide variety of marketing and multimedia projects for the school including undergraduate and graduate catalogs, recruitment “search campaigns”, websites, posters, and CDs.

MICA Fuel was a cross-functioning direct mail promotion that incorporated interactive and print components into an integrated marketing campaign that represents the “fuel” – the passion, desire, and inspiration to create art. Incorporating quotes from MICA students I created all the digital illustrations and collages for the piece. 

The strategies and the solutions that I have created for MICA have continually shown a higher return rate than the generally excepted normal return of 1–3%. This was represented in the Fuel Promotion, which demonstrated a 16.8% rate of return.