I would prioritize on-campus freshman housing first, because it offers the highest concentration of students who are actively forming new routines, habits, and brand preferences. Freshman housing is highly communal, high density, and freshmen are especially receptive. First-year students are still building their sense of campus life and personal systems—how they study, organize their space, and manage stress. MUJI’s emphasis on functional, well-designed essentials aligns naturally with this stage. Because freshman housing is socially tight-knit, it creates a ripple effect that extends beyond the initial distribution.

I would center content around simplicity, intention, and everyday usefulness. This would include clean, calm, and minimal visuals that use natural light, neutral colors, and uncluttered spaces. I would avoid heavy filters, fast cuts, or flashy graphics and instead center on slower, cleaner, quieter, and overall more authentic and aesthetic choices.

For example, a day or week in my life, including a homework/studying routine featuring MUJI stationery while studying in the library.

A desk reset featuring various MUJI products that don’t just include study materials, but other everyday items.

Overall, videos and captions would be short, calm, and purposeful—highlighting quality, simplicity, and thoughtful design without overexplaining. I would let the visuals and real usage communicate MUJI’s philosophy.

Maeve Cronin

Ignacio Hall, 110 Commonwealth Ave, Chestnut Hill, MA 02467