Discover. Explore. Master.
Client: Virginia Commonwealth University
Challenge: Increase awareness and adoption of LinkedIn Learning among college students by reframing the platform as a tool for personal exploration rather than just academic utility.
Audience: Undergraduate students navigating future career paths across disciplines—from design and marketing to tech and business.
Objective: Inspire students to engage with LinkedIn Learning through self-directed discovery and encourage them to take ownership of their learning journey.
Role: Art Director–Creative concepting, visual identity, and rollout across social web, and print deliverables.
The Special Interest Group on University and College Computing Services (SIGUCCS) Communication Awards
〰️
2018
〰️
Award of Excellence, General Service Promotional Materials
〰️
The Special Interest Group on University and College Computing Services (SIGUCCS) Communication Awards 〰️ 2018 〰️ Award of Excellence, General Service Promotional Materials 〰️
Strategic Insight
The college years are often defined by uncertainty—students are asked to choose majors, chart futures, and master skill sets before they’ve even defined their interests. Yet many learning platforms focus on professional outcomes over curiosity. This campaign flipped the narrative by positioning LinkedIn Learning as a compass for discovery. Rather than pressure students to plan their careers, the campaign encouraged them to follow their instincts, experiment with new skills, and find their own way—no pressure, just progress.
Creative Solution
The creative direction took inspiration from trail maps, mountain vistas, and retro travel graphics—visual metaphors for exploration, growth, and elevation. Each touchpoint invited students to "find their path," whether it was through UX design, Excel formulas, or public speaking.
Calendars and posters used playful illustrations of road trips and scenic summits to bring a sense of adventure into campus spaces. On digital platforms, the microsite allowed students to explore content by interest, not just category. The interface framed each course as a step on a journey, building anticipation and giving structure to independent learning.
Messaging like “Students climb higher with Lynda” and “Now’s the time to find your path” combined aspiration with gentle guidance, removing the pressure to perform and replacing it with permission to explore.
The campaign reframed LinkedIn Learning as a tool for curiosity and self-direction rather than obligation. By aligning skill-building with personal growth, the campaign helped drive sign-ups and engagement while offering students a more empowering perspective on education. The visual system served as an evergreen toolkit, later adapted into campus-wide materials, posters, and orientation packages.
The Special Interest Group on University and College Computing Services (SIGUCCS) Communication Awards
〰️
2018
〰️
Award of Excellence, General Service Promotional Materials
〰️
The Special Interest Group on University and College Computing Services (SIGUCCS) Communication Awards 〰️ 2018 〰️ Award of Excellence, General Service Promotional Materials 〰️
Art Director: Genaldri Tjahjadi, Bridget Guckin, Nathan Covert
Motion Designers: Bridget Guckin, Peyton Johnson, Gary Garbett
Content Strategist: Genaldri Tjahjadi
Creative Director: Gary Garbett