A Bold New Brand. And a 25% Increase in Admissions.

In the midst of the 2020 pandemic, Western Michigan University knew it needed a bolder identity to cut through the clutter of same-old college advertising as well as reinvent itself in a way that would appeal to Gen Z students who were left reeling from the shellshock of COVID-19.

With the collective brain trust of myself and my creative partners, we devised an idea that would not only become the concept for the brand refresh, but the brand itself.

Known as “Rethink Smart,” we chose to highlight both a new way of thinking and a better way of being that would encourage young adults to think beyond mere academics in order to thrive post-pandemic.

We focused on the pursuit of purpose and finding prosperity by not being afraid to fail. We created compelling ads that broke down stereotypes, conveyed personal responsibility, empowered inner greatness and more.

The results? Admissions went up 25% after the roll out and enrollment increased by 5.5% (if these seem like small numbers, bear in mind other universities were in deficit during COVID including WMU’s main competitor who saw admissions decrease by over 30%.)

Samples below include the television commercial that launched the brand as well as collateral, outdoor, digital, a microsite, a graduation video and also inspiration and concept pieces for the athletics department.

This commercial launched the new campaign “Rethink Smart” across digital and broadcast channels.

Digital sample

Digital sample

Microsite

 
 
Collateral piece. Click to read the full piece.

Collateral piece. Click to read the full piece.

 

Digital banners

Digital banners

How do you celebrate graduation in the time of COVID-19? I wrote this video to honor graduates from afar.