Building a new brand positioning and visual identity for a college

Challenge

The marketplace for post-secondary institutions and programs has grown exponentially. The perceived brand promise of well-established schools has not always kept pace with the evolution of existing schools or relative to new entrants in the marketplace.

Solution

To support the progression of the client brand, we illuminated points of misalignment between current perceptions and desired positioning. We revealed specific key perceptions that were undermining real strengths. And, we brought to the surface current organizational strengths that could be owned and elevated into a unique brand positioning.

Insights were delivered through a multi-staged research program using qualitative and quantitative methods. The approach ensured that voices of all key stakeholders were heard – students, alumni, parents, faculty, staff, administration, and community business leaders.

Outcome

Our insights enabled the college to develop a compelling narrative, a new visual identity and a foundation for all future communications.