Case Study:
University of Scranton Brand Refresh and Enrollment Tools

Rooted in the Jesuit tradition, The University of Scranton is known for care, rigor, and purpose. But to stand out in a crowded higher ed market, it needed a revitalized brand and enrollment suite to capture attention and inspire action.
This is how we did it.

Though the University consistently ranks nationally—for everything from faculty quality to dining—Scranton recognized the need for a modernized brand and enrollment toolkit to speak to a new generation of students and families.

CCA partnered with Scranton to bring this vision to life. Our work began with deep discovery: walking around campus, meeting passionate faculty, students, and staff, and exploring Scranton, the “Electric City,” to fully understand the University’s spirit.

The result: a clear, authentic brand platform and new enrollment collateral that put Scranton’s uncommon values front and center.

Our Brand Strategy

Translate Jesuit heritage for all audiences.
We drew on Saint Ignatius’ themes of reflection, discernment, and service, and reinterpreted them for today’s world. The result is a brand that is deeply grounded in Jesuit tradition yet relevant and inspiring to students of every background and belief.

Make Scranton’s academic value explicit.
We reframed the value proposition to spotlight Scranton’s rigorous programs, strong career pathways, and high ROI, ensuring students and families clearly see the payoff of a Scranton education.

Position Scranton as a dream school.
We emphasized what students most want in a college experience: belonging, outcomes, and a vibrant community. By leaning into Scranton’s reputation for care and excellence, we positioned the University not as a backup or a safe option, but as the dream school that consistently “ticks every box” for today’s generation.

Unify under a brand position.
All of these insights came together under one powerful message: Where uncommon care leads to uncommon excellence. This simple, memorable line anchors Scranton’s communications and sets it apart in the marketplace, reminding audiences that Scranton delivers both the warmth of community and the rigor of a top-tier education.

Each new piece was designed to tell Scranton’s story with authenticity and clarity, highlighting its values, academic strengths, tight-knit community, and exciting location.

Viewbook
A flagship piece showcasing Scranton’s academic rigor, student life, and Jesuit values through immersive storytelling and design.

Financial Aid Brochure
Simplifies a complex topic with clear, reassuring language that demonstrates affordability and value.

Travel Brochure
Captures Scranton’s accessible location and welcoming campus for students and families visiting from near and far.

Location Mailer
Brings Scranton and the “Electric City” to life, highlighting the unique blend of tradition, opportunity, and innovation.

First Inquiry Piece
Provides a compelling introduction to Scranton for students who are just beginning their college search.

Admitted Student Mailer
Reinforces excitement and belonging, affirming that choosing Scranton is the start of something transformative.

We also refreshed key pages on Scranton’s website, extending the new brand identity online to ensure consistency across every touchpoint.

The Results

With its bold new identity and cohesive enrollment suite, Scranton is poised to stand out nationally—and to inspire students who seek more than just an education. They want an uncommon experience that shapes who they become.