The CASCADE Apprenticeship Program, a partnership between Silicon Crossroads, Purdue University, and Synopsys, was created to equip students with the knowledge and practical training necessary to rapidly grow a domestic semiconductor ecosystem for this critical industry.

I was brought in to create a brand identity package for CASCADE, as well as phased messaging for the upcoming program. Our target? Community college students. Our challenge? Attracting community college students, especially those who may not have considered a career in this industry!

Capturing the attention of this broader audience required work that would really break through, so we embarked on an unexpected collaboration with a botanical illustrator, drawing parallels between nature and the semiconductor sector, to communicate potential in an unexpected way.

The result? A toolkit of campaign creative — across digital, social, and OOH — that sparks imagination, welcomes a diverse student body, and positions semiconductors as an empowering path forward.

Role: concept ideation, copywriting, creative direction, briefs, pitch presentations, client sell-in, content & editorial strategy, art direction of logo development,UX/UI design & social media directive, direction and leadership of freelance partners and external digital agency, project management & final delivery of assets on behalf of BMP Creative

Creative partners: Kimco Design, ellie enebo creative, Firewatch Studio, BMP Creative