Case Study:
Branding the Signature Learning Experience at Saint Mary's College

From orientation to graduation, Saint Mary’s College students travel a personalized road designed to turn education into preparation for life. That journey needed a name and a story bold enough to match its purpose.
This is how we did it.

When Saint Mary’s College first connected with CCA, our work centered on reimagining the College’s brand and supporting its comprehensive campaign—two initiatives designed to strengthen reputation, unify messaging, and drive institutional momentum.

During that process, another opportunity surfaced. Fresh off a major research effort that clarified what students and employers value most, Saint Mary’s College sought to define a new signature learning experience that would connect its liberal arts roots to modern expectations for real-world relevance and career preparation.

Internally, it needed a name that inspired cross-campus pride and captured its transformative intent. Externally, it had to resonate with prospective students and families as both distinctively Saint Mary’s College and deeply personal. That’s where the Avenue Experience began.

We began by organizing naming options around three core territories: Pathways. Leadership. Acceleration. From there, one idea rose above the rest: the Avenue Experience.

Why it works:

• An avenue is defined as “a way of approaching or making progress toward something.” It signals forward motion—a journey of discovery and growth.

• It’s symbolic and ownable. The Avenue is also the name of the College’s tree-lined entrance, representing each student’s progression through academic life.

• It ties naturally to the concept of students designing their own “avenues” through which they meet general education requirements.

• It embodies exploration, self-discovery, opportunity, and transformation—each an avenue to empowerment.

• It conveys connection: avenues intersect, uniting people, experiences, and ideas—reinforcing the College’s DEIJ commitments.

We also pressure-tested the name in real-world contexts. Does it feel right to say? Does it sound compelling?

For students.
“Through the Avenue Experience, I had the unique opportunity to…”

For employers.
“We’re proud to partner with Saint Mary’s College on its Avenue Experience…”

For stakeholders.
“Saint Mary’s College distinguishes itself by providing an education intentionally designed to empower women to achieve at the highest professional levels. Through our signature Avenue Experience…”

Across all audiences, it felt natural, distinctive, and authentically Saint Mary’s College. The Avenue Experience was born.

Once named, we developed messaging and creative frameworks to effectively articulate the Avenue Experience. We also helped the College integrate it into every facet of its communications ecosystem—from video to viewbook.

Introducing the Avenue Experience.
First we worked on a concise description: Our unique curriculumto-career experience combines coursework with professional mentoring, skill building, and internships to awaken undiscovered talents and enrich your academic journey.

Then we featured it in the viewbook, with a centerpiece narrative showcasing how it bridges the liberal arts and career preparation.

At the same time, we produced an animated explainer video—a visualization of the four-year experience.

The Results