Every year, thousands of students stand at one of the biggest crossroads of their lives — choosing where to spend the next four years. This project was about meeting them in that moment.

As both copywriter and project manager, I led the creation of Laurier's 2021 viewbook from concept to completion, working closely with campus teams, photographers and graphic designers. Shaping the voice, the narrative and the experience of the piece from the ground up. The goal wasn't just to inform prospective students, it was to make them feel something. To see themselves at Laurier before they ever set foot on campus.

From coordinating stakeholders across departments to crafting copy that balanced warmth with credibility, every decision was made with one reader in mind: a 17-year-old trying to figure out where they belong.