Project Overview
Fall Move-In is one of UCF Housing's largest annual operations, requiring clear communication with thousands of incoming residents and their families. I led the creative direction of the campaign across web, print and digital touchpoints, establishing the visual direction and organizing complex operational information into a cohesive communication experience. The campaign is designed to guide residents from pre-arrival planning through move-in day and their transition into campus housing.
Role
Lead designer - Creative Direction - Content Strategy - Web Design
Deliverables
Website page - Digital Guide - Print Brochure - Social Media Graphics - Table Tent Card
Content Strategy
I evaluated existing move-in materials to identify outdated content, repetitive messaging and information-heavy sections that were difficult to scan. Rather than presenting all move-in information at once, I structured the campaign around two key stages of the resident experience: before arrival and during move-in.
Before Arrival
Communications focused on helping residents and families prepare for campus, prioritizing planning information, arrival instructions, what to bring and other resources they needed ahead of move-in day.
Communications focused on helping residents and families prepare for campus, prioritizing planning information, arrival instructions, what to bring and other resources they needed ahead of move-in day.
During Move-In
Once residents arrived, the communication shifted toward immediate, actionable information they could reference throughout the move-in process and as they settled into their communities.
Once residents arrived, the communication shifted toward immediate, actionable information they could reference throughout the move-in process and as they settled into their communities.
This framework guided how I organized content across the website, digital guide and printed materials, allowing each touchpoint to deliver the most relevant information at the point residents needed it.
Before You Arrive
Digital guide for residents to reference before they arrive with important information for move-in day.
Digital Move-In Guide
The digital guide serves as a comprehensive pre-arrival resource for residents and families. I organized information into clearly defined sections and established a visual system that made a large amount of content easier to navigate and reference.
Fall Move-In Web Page
The website serves as the primary source of Move-In information before residents arrive on campus, making it a critical touchpoint within the larger campaign. I evaluated the existing experience and found that essential information was spread across six separate pages, creating unnecessary navigation for students and families.
I consolidated the experience into one centralized Move-In page and restructured the content around the resident journey. Information was prioritized based on what residents needed to know before arrival, with clearer hierarchy, more visual communication and direct paths to key resources.
Website Analytics
7,716 Pageviews in August
#3 Most-viewed UCF Housing webpage in August
+55% Increase in Fall Move-In page views following the redesign
Consolidated 6 pages of content onto one page. Reduced scrolling and made page content more visual for users.
Social Media Graphics
Social Metrics
86.7K+
Views across featured Move-In content
Views across featured Move-In content
29.7K
Views on the top-performing Move-In post
Views on the top-performing Move-In post
439
Shares on the Packing List
Shares on the Packing List
360
Saves on the Packing List
Saves on the Packing List
Building on performance
The annual Packing List became one of the campaign's strongest pieces of pre-arrival content. Compared with the previous year, the updated post increased from 22.2K to 28.7K views, while shares grew from 147 to 439 and saves from 107 to 360.
During Move-In and After You Arrive
Trifold Move-In Guide
Once residents arrive, communication shifts from preparation to immediate, actionable information. I redesigned the check-in guide to simplify dense content, strengthen hierarchy and prioritize essential resources.
I also incorporated a trackable QR code linking directly to maintenance requests, creating a measurable connection between the printed guide and resident action.
9 Unique community brochures
15,259 Printed materials distributed
686 Unique maintenance QR scans
Final Design
Front
Back
Additional Test: Cleaning Table Tent
To try and prevent maintenance issues, we tested a table tent card in one of our Housing Communities to compare maintenance requests during move-in. The QR code provides metrics as well as data from our facilities team.
The data from this test was not ideal, only generating about 20 unique scans during Move-In. This data provides us information to pivot to another option for this campaign.
Front Panel
Back Panel
Overall Impact
By organizing communication around the resident journey, I created a campaign system that connected preparation, arrival and resident resources across digital and physical touchpoints.
Digital
+55% Increase in Fall Move-In page views
Print
15,259 Materials distributed
686 Unique maintenance QR scans
Social
86.7K+ Views across featured content