CalArts Email

But they were waiting for the right opportunity to break the ice. 

Then, beginning in 2023, they partnered with NewCity on a broad digital transformation that uncovered new opportunities for enrollment audience outreach. 

This web transformation was supported by a new visual style for the CalArts brand  created by CalArts alumni at Handbuilt Studio. NewCity carried this new style forward into a dynamic design system, which brought energy and inspiration to every digital channel, sparking fresh ways to connect with CalArts’ audiences. 

As the project progressed we saw an opening to leverage the visual vibrancy and personality of CalArts new brand style in a high-impact enrollment campaign. Our focus: the many prospective graduate students in the Slate CRM who hadn’t been contacted in some time. This group was so large in fact, it could have filled multiple incoming classes.

We revisited prior audience research, stakeholder insights, and student surveys to uncover messaging that would resonate with the prospective grad student. From there, we mapped the graduate enrollment journey—from interest to application, enrollment, and deposit—and designed a personalized email campaign that aligned with each funnel stage.

This included:

• Strategic message development grounded in audience insights

   

• Drip campaign planning and email journey mapping

   

• Full copywriting and editing

   

• Custom-designed templates for Slate

   

• Branded elements including masked images, CTA buttons, and a branded confetti effect in Slate for admitted students

   

• A/B testing for content optimization

   

The result was a dynamic, visually engaging email series that gave CalArts a new foundation for graduate outreach. It also marked a shift toward more proactive, relationship-driven recruitment—supported by new tools, platforms, and strategies to engage prospective students earlier in their journey.