The “It Takes a Volunteer” campaign (ITAV) is intended to reach key external audiences and increase awareness of the University of Tennessee Knoxville and what it means to be a Volunteer. The campaign goals include raising awareness and educating prospective students about UT, educating alumni and donors through storytelling of Volunteers in action to encourage financial support and engagement, and raising awareness to improve the university's reputation among Tennesseans.

The campaign identifies stories that exemplify what it means to be a Volunteer and package those stories and the key messages they exemplify in a variety of media, tailored toward our audiences, to distribute via paid, earned, and owned channels to meet our goals and objectives.

My role in this project was to help establish the visual direction of the campaign, including creation of new design elements to expand the UT visual identity. 

The first ITAV project was a campaign landing page. I worked with the UX and content teams to develop wireframes and design the website user interface. I worked closely with developers to produce the website.  

For the Volunteer stories, I provided art direction on photo and video shoots. I also designed table tents that were placed in the Chancellor's suite during home UT football games to help drive traffic to online storytelling. 

Visit the website at utk.edu/ittakesavolunteer.