Empowering Global Leaders: Advancing International Affairs for 9,500 Fletcher Alumni Spanning 140 Countries
Client:
Fletcher School of Diplomacy
Project:
Digital Marketing
Role:
Branding
Graphic Design
Sector:
Higher Education, Global Affairs, Politics
Target Users
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Graduate students/Mid-career pursuing education in international relations, diplomacy, global business
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Government and policy professionals, diplomats, analysts
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NGO/nonprofit in global development, humanitarian aid, or advocacy space
Tools:
Adobe XD, Adobe CC
Deliverables:
Branding, Social Media, Digital Ads, Digital Monitor
Objectives
The Fletcher School of Law and Diplomacy at Tufts University is a leading graduate school focused on international affairs, diplomacy, global business, policy, and leadership. The digital marketing work supported Fletcher’s communications and engagement initiatives across a diverse global audience, including graduate students, mid-career professionals, diplomats, government and policy leaders, and professionals working in international development and humanitarian organizations.
Scope of Work
The projects focused on translating Fletcher’s academic authority and global perspective into a cohesive digital presence, creating visual communications that could engage audiences across social media, digital advertising, event promotion, print, and on-campus digital displays. Strategic campaign assets were developed to support major Fletcher initiatives, including:
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Commencement
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Alumni Weekend
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Convocation
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Guest speaker events
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Global affairs programming and initiatives
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Alumni and community engagement campaigns
Digital Campaigns & Social Media
Social media graphics and campaign assets were designed specifically for platforms such as Instagram and Facebook, with attention to hierarchy, readability, image selection, typography, and calls to action.
For event-driven campaigns, the design approach balanced essential information such as event title, speaker, date, and location with strong visual storytelling. Carousel formats were also used to communicate more detailed event information, creating a narrative across multiple frames.
Event & Digital Monitor Design
Digital monitor graphics provided an important extension of Fletcher’s event marketing strategy. These assets were designed for high-visibility campus environments, where messaging needed to be viewed quickly from a distance, transforming event information into concise, high-impact visual communications. The work required adapting campaign concepts for different screen formats and environments while preserving the same visual hierarchy and brand recognition established across social and digital channels.
Digital Advertising
Digital advertisements were developed to extend the reach of Fletcher’s programs and events. The advertising creative focused on establishing immediate recognition through strong typography, concise messaging, branded imagery, and consistent use of Fletcher’s visual identity.
Branding
Maintaining a consistent and recognizable Fletcher identity was central to each project. Existing brand standards were incorporated throughout the campaign system, including Fletcher’s signature black, gray, and orange color palette and the Anzeigen Grotesk typeface, used prominently in all-caps typography.
The visual system emphasized strong typographic hierarchy, contrast, structured layouts, and restrained use of color. This approach allowed individual campaigns and events to have their own visual presence while remaining unmistakably connected to the Fletcher brand.
Marketing Results
The work created a cohesive digital presence across social media, digital advertising, event graphics, and campus displays, increasing visibility for Fletcher’s programs and initiatives while reinforcing its position as a leading institution in global international affairs.
