University Musical Society
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As the primary graphic designer on a team of five marketing professionals, I play a key role in shaping how the University Musical Society (UMS) connects with students. UMS is one of the nation’s oldest and most respected performing arts presenters, curating world-class music, dance, and theater performances that make Ann Arbor a cultural hub. My job? Make people stop, look, and engage.
I design bold, eye-catching visuals for on-campus signage and student-focused campaigns, ensuring the UMS brand doesn’t just blend into the background—it commands attention.
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Increase ticket sales through on-campus advertising and high-impact promotional design.
Create visually cohesive, bold marketing materials that cut through the clutter of a busy campus.
Develop 3–4 unique on-campus posters per month that highlight key performances and drive engagement.
Ensure versatility—every design needed to adapt seamlessly across posters, flyers, digital signage, and social media.
Analyze engagement metrics to refine strategies and optimize future campaign effectiveness.
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Asset Curation & Content Planning – Started with performance PR assets (headshots, past show photos), wrote engaging copy, and compiled everything into a monthly creative brief with event details and sponsor credits.
Design & Concept Development – Created bold, dynamic visuals that not only fit within UMS’s brand but pushed it forward—eye-catching, on-brand, and unmistakably UMS.
Revisions & Refinements – Each piece went through 2-3 rounds of revisions, tweaking copy, layout, colors, font treatments, and image selections to perfect messaging and visual appeal.
Distribution & Performance Tracking – Launched assets across campus billboards, digital signage, posters, flyers, and social media, then tracked engagement: Who scanned the QR codes? Which locations had the most foot traffic? What types of performances drove the highest sales?
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20% increase in ticket sales since joining the marketing team.
15 sold-out events since 2023.
15% overall increase in ticket sales.
Strengthened UMS’s brand visibility on campus, making performances impossible to ignore.
At the end of the day, my work isn’t just about making things look good—it’s about getting people in seats, driving engagement, and making sure UMS stays top-of-mind in a crowded arts landscape.
