Compete LA
Compete LA was launched to solve a major challenge: Louisiana had over 600,000 adults with some college credit but no degree. I was responsible for building the brand from the ground up — naming, identity, voice, strategy, and rollout — to ensure the initiative was accessible, trustworthy, and scalable across a diverse adult learner audience.
Strategy
The brand had to achieve three things:
Build trust with adults who had previously disengaged from higher ed
Simplify a complex process of degree re-entry and transfer credit evaluation
Avoid institutional jargon while still aligning with the credibility of the UL System
We positioned Compete LA as a supportive, student-first partner that offered flexible pathways and personalized help — not just another higher ed program.
Execution
Logo and visual identity optimized for mobile, email, app, and web use
Launch deck and internal brand adoption materials for use across nine universities
Outcomes
Compete LA launched systemwide and was adopted across all nine ULS universities
The program successfully re-engaged thousands of adult learners, with the first cohort completing degrees within 12 months
Site traffic and inquiry volume exceeded benchmarks within the first 90 days
Brand was praised in statewide press as a model for equity-driven re-engagement in public higher ed
Compete LA Annual Report
As part of my work leading the brand and strategy for Compete LA, I concepted and produced the program’s first digital annual report — a storytelling-driven, data-rich publication that highlighted our early outcomes and student impact. This piece not only reinforced the initiative’s credibility with state leadership and university stakeholders, but also humanized our mission through visual design, student voices, and clear outcomes.
I created:
Visual design and layout in Adobe InDesign
Integration of student testimonials, charts, and key metrics
Alignment with the broader University of Louisiana System brand
The report was shared with legislators, campus leaders, and national press, positioning Compete LA as a leading model in higher ed re-engagement strategy.
Compete LA Co-Branded Assets
Working directly with campus stakeholders, I developed co-branded assets that aligned with the core Compete LA look while giving each institution its own localized version. This collaborative design system ensured statewide consistency while empowering each campus to connect authentically with its students.