Client:

Black Hills State University is a public university located in Spearfish, South Dakota.

Objective:

Separate BHSU from the other regental schools in South Dakota with the university’s first enrollment campaign.

Solution:

To prepare students for life at Black Hills State University, we editorialized our 2024-25 campaign as though we were crafting a deconstructed field guide. Field guides organize the wilderness to help you survive. A great field guide helps you make sense of what you’ll encounter, teaches you new skills, and empowers you to be self-sufficient. Each element of our campaign anticipated important questions and tried to make BH the most accessible place to apply to college.

Since the Black Hills are steeped in a history of tourism, the creative work also looked to blend into the attraction-based environment while standing out in the higher education space. All of the initial work started with step one in a student’s process: take a tour.