Brand Stories

It took SIX YEARS to accurately UNDERSTAND the UNIVERSITY (past and present) and Current AND prospective students’ hopes, challenges and aspirations. the brand team worked DILIGENTLY to connect How those Elements intersected with the university’s DNA-all in pursuit of an honest,
authentic rebrand.

As designers we usually have a lot to say. We discovered the brand is not what we say it is. It’s what our customers say it is.

We start by listening. When students say, “My mother held down three jobs and sacrificed everything for me…the university is making it possible for me to realize my dreams and those of my mother” or “I want to take the fastest path to medical school ” they are providing crucial clues which helps the creative team understand what means the most to them. This helps us decide how to communicate our shared goals and purpose.

Our team of researchers and strategists distilled the essence of the brand to three core components. Each creative choice reinforces the brand among current and prospective students and their (anxious) parents with a meaningful and overriding message: there’s more for you here in the shape of a unique academic pathway from undergraduate to graduate or professional schools.

Smart honest content finds potential customers wherever they are along their journey and helps them make the right choices. In this case the right choice is a win-win for both the brand and the customer: the university attracts the right students and those students are set up for success.