Susquehanna University, a small liberal arts college in rural Pennsylvania, lacked name recognition. Those who had heard of the school perceived it as a “nice” place to study, rather than as a university that offers challenging academic and professional opportunities. Lack of a defined brand was part of their recognition problem.
After creating a distinctive brand for Susquehanna that included a wordmark, color palette, typography palette, and style guide that outlines clear usage standards, we outlined a core set of brand messages for the University's marketing materials. We brought the new brand to life in a viewbook and direct mail search piece that use stories with a focus on academic success. Potential students and families are often far from Susquehanna, therefore full-page color photos of the beautiful campus and student life were a priority. The solid brand we created, with a focus on academic accomplishments, assisted Susquehanna in increasing the quality of their applicants.
Photography by Tom Kates.
Susquehanna University, Selinsgrove, PA.