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).