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.