Fisheries and Marine Institute
It’s a big world.
Big ideas, real impact.
A closer look at the problem, the thinking behind the work, and what changed once it was out in the world.
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The Situation
The Fisheries and Marine Institute needed to increase enrolment by making its career outcomes feel relevant, exciting, and attainable to prospective students.
The Problem
Connecting student ambition directly with tangible post-graduation careers.
The Constraints
The concept relied on real life after education, but the alumni were difficult to track down. With the campaign book already approved using temporary in-situ imagery, the project stalled waiting for real people to feature. When the alumni-sourced images finally arrived, they were largely raw, uneven iPhone photography.
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The Approach
Rather than abandon the concept, I began tracking down former students one by one. Direct outreach turned into conversations, conversations turned into introductions, and eventually, a network formed. When the raw photos came in, I pivoted the design from a standard layout to a highly visual, image-led treatment. I applied a heavy grain and a custom FMI colour grade across the board, turning uneven photography into an intentional, documentary-style visual language.
The Product
A recruitment campaign anchored by real alumni stories.
The Role
Art Director, Designer & Alumni Sourcing
The Team
Cora Brown + Fisheries and Marine Institute
The Timeline
Alumni outreach → visual pivot → recruitment launch
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The Delivery
A fresh, relatable campaign that proved an MI degree leads to a career worth bragging about.
The Outcome
The selfie-led recruitment platform made those outcomes tangible and contributed to a reported 35% spike in student enrolment.
Be at the center
of it.
MI Recruitment Book
Art Director, Cora Brown
Interested in learning more about How a Bunch of Selfies Schooled Traditional Recruitment Tactics?
Insight:Graduating from MI paves the path to a career worth bragging about
(and selfies that scream success!)
There’s more, out there.
MI Recruitment, Poster
Art Director, Cora Brown
MI Recruitment, Lure
Art Director, Cora Brown
T-shirts were harmed.
MI Recruitment, Outdoor
Art Director, Cora Brown
Selfies for the win: Fueling a spectacular 35% spike in student enrollments!
Deeper knowledge.
Marine Institute Corporate Book - Research (pdf)
Creative Director/Art Director, Cora Brown
Writer, Gareth Mitton
Interested in learning more about this project?
All photos are property of the Fisheries and Marine Institute of
Memorial University of Newfoundland and Labrador