A private, highly-ranked liberal arts university with a beautiful campus in Richmond, Virginia, the University of Richmond offers undergraduate and graduate programs in areas including the arts and sciences, leadership, law, and business. Their students, called Spiders, keep busy with Division I sports teams, study abroad opportunities, the institution’s new Well-Being Center, and more.View all Work
Enrollment Print Suite
Spiders are everywhere.
When CCA began working with the University of Richmond, the highly-ranked private liberal arts university had just completed a comprehensive branding exercise that led to the idea of “It Starts Within Us.” Our assignment? Take the baton and run with it, but through an enrollment-focused, student-facing lens. Our job was to turn that “us” around to “you,” and to do so with a look, tone, feel, and messaging that would light a spark in right-fit Gen Zers and their families.
To start, we conducted qualitative focus groups in key markets, a three-day on-campus discovery, and more than a week of photography.
After getting to know Richmond, their competitor set, and their audiences through our strategic process, we produced various creative concepts for them. Once a concept was selected, we got to work on a print suite of fresh-faced recruitment materials—officially covering our office with Spiders (don’t worry, just the 2D kind).
We created a design system that infused the Richmond visual toolkit and brand standards with a new sense of energy and optimism. The result was a print suite that both spoke to a younger audience with excitement and bolstered the prestige and reputation of the wider University.
Using a voice that is both conversational and sophisticated, Richmond’s collateral is big on storytelling, super-specific details that no other university can say, and messaging that reminds students that UR is a two-way street: you give them your best, they’ll give their best to you.