Trinity College, a private liberal arts school in Hartford, Connecticut, engaged us to articulate its brand in a way that would set it apart from other NESCAC competitors, such as Amherst, Hamilton, Bates and Middlebury.
Trinity College was struggling with a long-standing identity crisis as it prepared to embark on a presidential search. When we added our own qualitative findings to the existing quantitative research, we discovered that Trinity’s tradition of independence produces world-ready graduates who are comfortable living and learning beyond their perceived comfort zones. But to truly stand apart from the other elite liberal arts colleges in its peer set, Trinity also had to capture how the college’s culture and city environment ultimately give its students a competitive edge.
The brand we developed reflects the healthy tension between bucolic campus and urban grit; between proud heritage and looking to the future. We audited and then evolved the school’s external communications to more effectively reach and engage its audiences. This included everything from developing a presidential prospectus and new viewbook, to reimagining the campus visit experience and acceptance package.
Upon implementing the new brand, testing was conducted among prospective students across all markets. The work was met with a resounding positive response. 84% of prospective students responded that the new creative appealed to them. 78% of prospects felt more positive toward Trinity. 62% of prospects were now more likely to visit campus.