La Sierra admissions box design nabs silver Addy Award

The admissions welcome box, created over several months for La Sierra University’s Strategic Enrollment Management office, is being mailed to 2,000 admitted students. The box is packed with quality merchandise such as La Sierra-branded tote bags and welcomes students who meet admissions criteria, encouraging them to enroll. It is part of a broader focused marketing investment aimed at meeting three-year strategic plan enrollment targets.

The admissions box design, awarded in the Direct Mail 3-D/Mixed category, was among numerous entries from various universities, nonprofits and businesses that received prizes on March 26 during the American Advertising Federation Inland Empire chapter’s annual ceremony. The event, attended by approximately 200 people, was held at the decommissioned Ontario International Airport terminal which has been used as a film production backdrop since its closure in 1998.  

“When I saw our submission on the screen, it happened so quick it was like, ‘whoa, there it is,’” Leyva said, recalling the moment. “I turned to my sister who came with me and asked if she saw it too. It was a surprising and exciting.”

The silver Addy represents a first such award for the La Sierra University marketing department where Leyva serves as creative director, and a first Addy win for Leyva. Over several months, she designed various concepts for the box and worked through selections of merchandise to place inside of it. 

“When I saw our submission on the screen, it happened so quick it was like, ‘whoa, there it is.'" – Cynthia Tapia Leyva, Creative Director

“Conversations about it started last August,” Leyva said, with discussions centered on selecting items that would be valuable and interesting to potential students. “So getting all those different items, sampling them, seeing what would fit in the box, even before the individual item designs. The list continued to evolve until October when we finally locked down item samples along with color palette and design for each,” Leyva said.

Sketches ensued once a cohesive collection of items were chosen. Approximately nine lists of items and colors for each item were explored before the final box design was created.

Leyva also shepherded the logistics of ordering pallets full of admissions boxes which arrived via cargo ship from China. Anxieties mounted when the first order hit a snag and had to be returned.  She recalled the moment the first boxes finally arrived at the university, and she was able to hold one, open it and see the contents. “When I opened the box it was definitely a very exciting moment [after] months of grilling through the different concepts and ideas. Seeing it in the physical was a huge relief.”

“This recognition is a testament to our team’s dedication to excellence and intentional design.” – Brian Meert, Interim Vice President  of Marketing

Brian Meert, the university’s interim marketing vice president noted, “This recognition is a testament to our team’s dedication to excellence and intentional design. We are constantly focused on elevating the student experience, ensuring that every interaction, down to the smallest detail, reinforces the value of being part of the La Sierra University community.”

“I am thrilled that the admissions box was recognized by the American Advertising Federation,” said Bobby Brown, vice president of strategic enrollment management. “The award affirms the creativity and intentionality behind the project, and more importantly, it validates the idea that thoughtful design can play a meaningful role in higher education enrollment.”

"The admissions box reflects La Sierra's identity, values, and student experience." – Bobby Brown, Vice President, Strategic Enrollment Management

He noted that similar comprehensive admissions package approaches were made in years past. “What makes this effort different is the size and contents of the box, branding, storytelling, and design are integrated in a single touchpoint. The admissions box reflects La Sierra's identity, values, and student experience in a way that's cohesive and emotionally rich. The box delivers a moment of excitement.” 

Paulina Law, senior admissions analyst in the university’s Office of Admissions was involved in designing a first iteration of the box last school year. She designed the Sunny character, who made his debut last year on the box as an unofficial mascot, and later showed up again alongside Eko, the current university mascot, and Rico, the former mascot character. 

“I also designed the t-shirt that is included as an item,” Law said, and worked with Leyva on product selection for this year’s admissions box. “I asked recipients as well as current students what they liked and didn't like [about the first box] because I figured the best feedback would be from the hands receiving them. This year we are hoping for more good reception,” said Law.

“I'm hopeful that the students will enjoy what we're sending their way.” – Paulina Law, Senior Admissions Analyst

Early reviews are positive from recipients who sometimes send photos of themselves opening the box, or who have photos taken in the enrollment office. “One student made their commitment to La Sierra right then and there when they got their box,” Law said. “I'm hopeful that the students will enjoy what we're sending their way.”

The marketing office is offering a $1,000 ‘Unboxing Scholarship’ to the admitted student whose fun and unique video is voted best by the marketing team. A winner’s announcement expected at the beginning of the new school year. The message is printed on dark blue envelopes into which the boxes are placed for mailing to students.

The university’s Art+Design students also entered the Addy Awards and won a total five awards and eight finalist placements, including a Gold Addy and Best of Show for student Robert Tan. The group reacted with surprise to Leyva’s win as most were unaware of the marketing department’s submission in the event.

Levya is a 2025 graduate of the Art+Design program, receiving a degree in digital media and visual effects. She is currently enrolled in an MBA marketing program at the university’s Zapara School of Business. She aims to incorporate business concepts into her design and illustration interests. 

A Seventh-day Adventist, Leyva enrolled at La Sierra due to its proximity to her family’s home in the Yucaipa area and because of its faith-based values as an Adventist university. She initially enrolled in the film and television production program then transitioned to Art+ Design where she learned valuable skills through her classes. She was able to practice what she learned while working for the music department handling marketing and graphic design tasks. 

“There were many opportunities where I was able to immediately apply what I learned in my classes,” Leyva said.