What they were up against
The College of Saint Benedict (CSB) was experiencing two important milestones: its 100th Anniversary and the largest capital campaign in its history. CSB and Saint John’s University (SJU) enjoy a unique partnership that offers students the educational choices of a large university and the individual attention of a premier small college, and the two schools market their partnership and joint academic offering. The anniversary and capital campaign needed to balance that partnership and joint brand equity against its singular value and uniqueness as a women’s college.
What we did to help
We interviewed a wide cross-section of staff, trustees, leadership, students, alumnae, parents and donors. Those insights led to a core brand truth: 100 years and thousands of connections that celebrate, value and inspire generations of women to take on whatever life throws their way. From there, “A Century of Connection” came to life visually using connector hubs to demonstrate the organic and powerful way students get and stay connected to the college and each other. The theme was introduced through a special alumnae magazine insert, on-campus at graduation and at the first all-school reunion attended by 1,400 alumnae. Touchpoints carrying the theme and supporting the storytelling included a microsite, mobile app, merchandise program, environmental graphics, video and supporting content calendar.
Work we did:
- Brand Strategy
- Identity
- Messaging
- Experiential/Environmental
- Design
- Creative
- Content Creation
- Testimonials
- Collateral System
- Digital Engagement
Video
