print & experiential design
University of Oklahoma - Admission Box
THE CLIENT
Founded in 1890, the University of Oklahoma is a public SEC R1 research institution known for its world-famous aviation school, robust Health Campus, renowned meteorology and engineering programs, elite athletics, and more. Since 2021, OU has seen a 3%+ increase in enrolled freshman per year, consistently breaking records not only in class size, but also in GPA scores, scholarship amounts, and acceptance rates of first-generation and minority students.
The University fielded roughly 29,000 undergraduate applications for the fall freshman class, accepted approximately 20,000, and enrolled over 6,200 students for the fall semester.
the problem
OU was the first public institution of its size to announce its students’ admission to the University with a personalized mailer box of curated information and swag items to celebrate their acceptance. As other universities caught onto the trend, OU began looking for ways to distinguish its admission box from the crowd while maintaining a tight budget and providing all the information students needed to take their next steps to enrollment.
THE research
We sent out a survey to the previous freshman class and collected their thoughts on the overall admission box experience, what we could have done better, and what they wanted to see in future versions. By studying their feedback, I was able to approach this project with decisions directly influenced by the students themselves. The redesign process was broken down into three main problems to address:
1. PHOTOGRAPHABILITY
Accepted students have a long-held tradition of posting photos with their boxes on social media announcing their admission to OU. In previous iterations, budget and effort were channeled to the design of the outside of the box. However, in my research I found that admitted students overwhelmingly posed with the box open, displaying the famous “You’re In!” language on the inside flap.
Since the cardboard, one-color design fell flat when photographed and detracted from the “wow factor” of the box experience, I proposed that we move to a full-color inside design instead, where bold typography, logos, and branding verbiage could be displayed more prominently.
2. NEW SWAG ITEMS ON A BUDGET
The budget would need to be reconfigured to allow for a full-color, two-sided box design. We needed to replace the previous dated swag items (old versions of the box included a cardboard VR headset, keychain, or set of three stickers) with something lightweight and cost-friendly that students could use in their everyday lives rather than once or twice upon opening their admission box.
3. EXPERIENTIAL DESIGN
My priority for this project was to make the process of receiving and opening an admission box a thoughtful, celebratory, and highly intentional experience. Each piece of the box should feel both cohesive to the overall OU brand and boast its own style and tone, separating it clearly from other printed pieces sent out by the Office of Admissions and Recruitment.
the SOLUTION
The final box design is drenched in Oklahoma Crimson and features strong, branded language focused on celebrating each student’s individual potential and the unlimited possibility of their future with OU.
Logos and wordmarks wrap each side of the box, offering immediate brand recognition.
The inside flap boasts the same bright crimson background, with clear, highly legible and photographable language declaring students’ admission to the University.
Items inside are ordered specifically to continue a student’s journey, starting with their official admission letter and ending with a fold-out next steps brochure which doubles as a branded photo prop. Students receive a personal note from the OU ambassador who packed their box, information about their academic college of choice, and links to a customizable virtual tour of campus.
A felt “OU Bound” pennant and expanded sticker sheet replaced old, dated swag items with merch students can use to both decorate their spaces and carry with them on an everyday basis.
A secret QR code is hidden at the bottom of the box for the most curious and thorough of students to find. A collection of digital rewards is available at the landing page, complete with custom desktop and phone wallpapers, printable yard signs, and a custom playlist of songs to celebrate to.