Despite the fact that DeVry University had higher name recognition than most of their competitors, they were struggling to find their marketing footing. Their transition from technical school to university presented a messaging challenge, and they weren’t seeing the kind of enrollment increases they expected. So they began an RFP process to find a new brand strategy and invited us to participate.
Leaning on five years (and more than 1,000 pages) of market and brand studies, plus proprietary brand research, our Strategy and Research Teams exposed fundamental opportunities to boost enrollment at DeVry. As a result, DeVry gave us the green light to move forward—as their new AOR for Brand Strategy and Creative.
Our first step toward defining their evolved brand was to create Style Tiles—visual elements which communicate a brand’s essence. The Style Tile process allowed both client and agency to visualize the DeVry brand in dramatic new ways, openly and collaboratively. Elements developed included:
* Photography techniques
* Color palettes
Next we tackled a full-blown Brand Style Guide. From logo usage to tone of voice, from typography rules to the handling of graphic elements, the Style Guide aligned everyone around the updated brand expression. It also provided a clear path forward, so we could move boldly into campaign work.