The Sallie Mae Makes Sense campaign aimed to reframe policymakers’ perceptions of private student lending and Sallie Mae’s role within the broader U.S. student debt landscape. Over the five years I worked on this initiative, I collaborated across nearly every department of the agency to produce a wide range of materials supporting this ongoing, multi-channel campaign.
Visually, the campaign centered around a highlighter motif—using bold, simplified moments of emphasis to clarify complex information and help audiences navigate the college financing process with greater ease. Each year, we produced a refreshed suite of assets including pre-roll videos, banner ads, and paid social ads.
At launch, our team developed a campaign website that I design and later enhanced through multiple iterations as the initiative evolved. We also produced several video series, including conversations with Sallie Mae thought leaders and collaborative pieces with Delaware State University. Beyond typical paid advertising, we created a commercial series, where I partnered closely with an in-house animator and copywriter to bring the creative concept to life.
View the website and watch the full video series.