I created the visual concept and most of the social assets for their 2023 paid social media campaign, “Difference 2.0: Imagine your future differently with Capella University”. Through this campaign, we wanted to inspire people to explore the potential within themselves, by furthering their education through Capella University. With their FlexPath learning format, students can pursue their degree on their terms, allowing them to see the possibilities that surround them and, ultimately, to start imagining their future differently.

In 2022, Capella released the “Difference 1.0” campaign, which was very successful. So for 2023, they wanted to release a refreshed version of that campaign: the same message with an upgraded look & feel. The previous campaign’s visual direction focused on using the Capella shield to highlight the main subject on lifestyle and studio images, which created a somewhat awkward positioning of the copy.

I wanted to incorporate Capella’s colors and bring consistency to this year’s visual concept. I decided to focus on the background instead of the main subject by using gradients as separators and the shield as a signature, making it more visible and distinguishable. For the copy, I wanted it to be more prominent so I made it bigger and incorporated Capella’s secondary typography. To make everything look more consistent, I also fixed its position on the right side of the graphic so it would always be left-aligned and read the same way.

As far as we know, the 2023 campaign was even more successful than its predecessor.