I pitched and won the account, then directed the rebrand, collateral and environmental designs, and all recruitment materials.
Westminster College has smart, engaged students, devoted faculty and a passionate board. The leafy campus in Salt Lake City offers stunning mountain views and quick access to trails, ski resorts and national parks. All this, and yet Westminster was not meeting its enrollment goals.
Westminster had many involved stakeholders, who were pulling the school in different directions. Consequently over the years, the brand of the school lost its focus and was perceived as indistinct and overly costly by prospective students.
A lengthy research project led to a new brand positioning: Westminster is an independent, private college for people who want to live lives of consequence.
From the positioning came a new visual identity, iterations of which were workshopped with both current and prospective students. More than a logo, the entire Westminster narrative was overhauled, from the The Preview (the iconic viewbook sent to high school seniors), to the script used by campus tour guides, to the wayfinding signage on that campus. As part of the transformation, we profiled undergraduate and graduate students and shot all new photography that conveyed the school’s new brand voice of being candid, intimate, curious and conscious.
No matter where you come from, when you begin learning at Westminster, you’re launching a meaningful life.
Creative director: Alexandra Fuller
Account director: Kylie Kullack
Producers: Heather Holt-Lister, Craig Steiner
Design director: Matt Manes
Strategy director: Jennifer Hughes
Writers: Matt Reschke, Shawna Harch
Art directors: Chris George, Tyler Kracht
Photographer: Mikey Kunde