All As One
Biola University is one of the nation’s top Christian universities, located in the heart of Southern California. Since its inception in 1908, Biola has remained true to the vision of its founder, Lyman Stewart, offering biblically centered education, intentional spiritual development and vocational preparation within a unique learning community where all faculty, staff and students are professing Christians. And while the university has been known for its strong vision, values and community context, there was a need to better define Biola’s brand narrative and elevate perceptions of the university by telling their story in a more compelling way.
In addition to this, the university was facing a number of challenges that brought an onus for change, as well as an underlying pressure to liberalize, as many Christian universities have done, in the pursuit of growth.
But rather than moving away from Biola’s steadfast commitment to faith, values, and conviction, we decided to embrace it as a key point of difference, with the USP “Rooted and Relentless about Becoming What We Believe.” The institution—just like the individuals that comprise this community—is in the constant act of becoming what it believes. Becoming a better, more influential community and institution. For the individual, this is an invitation to fulfill your potential and become what you believe.
Coming out of the strategy, we developed the “All As One” brand message and creative concept; embodying Biola’s vibrant, authentic community of believers, where individuals lift each other up, helping one another become the greatest versions of themselves – driving home the fullness of the Biola experience; an experience that leads to better outcomes.
We developed a number of key assets to launch the new brand, including an undergraduate admissions viewbook, a .edu website redesign, an anthem video. To broadcast the message and begin driving undergraduate admissions, we developed a media plan and #AllAsOne ad campaign, leveraging the anthem video, new .edu website and recruitment brand messaging as the compelling content at the center of the media strategy. We also created a :30 anthem cut-down and a series of five :15s edits to further unpack the narrative across the social and digital platforms. It’s early days, but the initial results are strong and we’re already seeing a lift in undergraduate applications.
Group Creative Director: Sig Gross
Associate Creative Director: Christian Sternal
Director of Strategy: Ryan Brown
Account Supervisor: Kieran de la harpe
Designers: Matthew Grier, Jeremy Wimbrow
Copywriters: Christian Sternal, Cailyn Driscoll
Director of Business Intelligence: Anthony Robinson
Director of Interactive: Ryan Blain
Digital Project Manager: Megan Hellander
Digital Designer: Kevin McBride
Developers: Ben Loeffler, Gregory Spraggins
Executive Creative Director: KP
Director: Johnny Andow
Producer: Alexandra Beni
Editor/ACD: Max Paolucci
Social Media Strategist: Nicole Glueckert
Director of Media & Analytics: Tracy Kopco
Media Planner: Alexandra Ryan
Paid Digital Specialist: Brittany Mara
Program Manager: Kelli Gannon
Project Manager: Jenna Force