This project centered on the creation of a bold, youth-focused enrollment campaign for a cosmetology school, aimed specifically at high school students. To better connect with this audience, an alternative brand identity was developed around the phrase “Go Cosmo”—a rallying call designed to feel energetic, aspirational, and community-driven.

The visual approach leaned into bright, attention-grabbing colors and custom illustrated backgrounds to create a loud, expressive aesthetic that stood out in a high school environment. A dedicated photoshoot featured younger, trend-forward models, emphasizing individuality and positioning cosmetology as a creative, artistic career path.

A full suite of coordinated materials was developed, including a brochure, folded poster, and locker poster—designed not only to inform but to be displayed and shared among peers. These pieces worked together as a cohesive system to build excitement and visibility within schools.

To support the campaign, a dedicated outreach team brought these materials directly into high schools, using them as tools to engage students and drive enrollment. The result is a vibrant, targeted campaign that speaks directly to a younger audience and encourages them to see cosmetology as a bold and creative future.