Horacio Portillo - Calvin Orientation

Welcoming freshmen is an art (wink wink.) Bonus points if you make lifelong memories.

In 2024, I had the pleasure of helping rebrand all of Calvin Orientation's programs under the new "Welcome Week" verbiage. The rebrand included an illustration system based on Calvin's most iconic landmarks and a website to help incoming students navigate Welcome Week (still used by the Center of Student Engagement three years in...)!

Beyond branding or any graphic I could have ever produced, my pride and joy from this internship and season of life were my Orientation Assistants. These 15+ stellar leaders of color embodied hospitality, reliability, and inclusion.

I am forever humbled to have been their fearless (albeit sometimes anxious) leader!

Run it back and make a sick internal campaign. Also target a student-leadership crisis please 'n thx!

I returned for a second year as a GA to make some lifelong memories, and art-direct Orientify (the 2025 Orientation Leader recruitment campaign). The final campaign produced the highest number of OL Applications in the last five years.

Orientify was a research, strategy, and campaign project focused on recruiting Orientation Leader applicants in the midst of record-low numbers in the previous years. The result was a Spotify-themed print and social campaign that targeted different audiences through music!

Internship: CSE OBoard | Copywriter: Mar Schuurmann (CalvinPalooza) Immu John (both)