Copywriting/Creative Direction: The University of Miami has a strong national brand. The problem was this brand was mainly associated with a famous football program and a campus located in paradise. And while these were both part of the UM brand, they were only a small part. UM’s bigger story over the last decade was its academic success. The school had greatly increased its prestige in the business world—particularly in international business training.
We repositioned the school to more accurately reflect the brand’s image of a sophisticated, globally-recognized institution. This included redesigning and rewriting admissions brochures, application forms and other collateral. These new materials embodied the key creative elements of the new brand—a new color palette, typefaces and copy that established the brand’s voice and messaging. The initial brand launch was so successful, that we were awarded creative and media duties for the School’s advertising campaign. Creatively, we continued to reinforce the brand with sophisticated ads that featured successful alumni.
Application rates for UM’s MBA Program continued to rise, and the new brand image has taken hold. In the following years, corporate recruiters ranked UM’s MBA Program #1 in Florida in the Wall Street Journal.
University of Miami
advertising, print, web, integrated campaign, branding, education