From the Nominator

"In 2018, we asked applicants to answer an additional question on their common application: "What does leading a life of consequence mean to you?" We were surprised when the majority of responses reflected on negative consequences associated with life choices. Rare were the students who connected our motto to living with purpose and striving for impact. 

Preparing students to lead lives of consequence is our mission statement. From 2007 through 2018, it was our marketing tagline. Although the tagline served us well for a number of years, the apparent disconnect between our aspiring students and the meaning behind our mission inspired us to embark on an in-depth brand study.   

Over the course of two years, and with the help of three external firms, Hobart and William Smith executed an extensive qualitative and quantitative market research study and overhauled the creative expression of our brand. Although our mission statement, name, logo, and primary colors remain, we now support that mission and visual identity with a future-focused brand strategy. This includes an updated voice, messaging, and improvements to our color palette, font, photography, and overall graphic style. 

Since we began implementing the brand in summer 2021, we’ve reaped impressive gains. In December, midway through our fiscal year, we reached our new gifts and commitments goal for the year of $22.5 million and surpassed our total new gifts and commitments from the previous year. In admissions, our total applications are up 40% and total campus visits are up 50%."

From the Judges

The student research that drove new insights is very impressive. Most universities develop their brand positioning from the inside out as opposed to the outside in. Bravo to the team for listening to students and their values and motivations. The type you are using is super hip and those photos of the environment enticing. Also, the photos look genuine and not posed.