Santa Fe University of Art and Design Launch
Laureate International Universities
Passionate designers and marketers engaged to rebrand a serious art school from the ground up? Uh…yes, please!
When Laureate Education Group purchased the struggling College of Santa Fe, the oldest college in New Mexico, the decision to focus on its strong arts curriculum was natural. The college, located in one of the top arts communities in the country, boasted accomplished staff and fantastic facilities. Mission was hired to reinvent the identity and full visual brand for the renamed Santa Fe University of Art and Design.
With a subtle nod to its important history, the visual language needed to be modern and distinct, positioning the University as worthy of national recognition and competitive consideration among more well-known and established art programs.
Once the visual style guide was defined, Santa Fe University of Art and Design charged Mission with implementation across all owned media channels. First, a dynamic and unique website was designed to introduce the University to a diverse audience, maximize critical Search Engine Optimization results, and generate qualified student leads. Next, we designed various print collateral, including the incredibly important “look book,” a print piece that conveys the brand instantly to the prospect pool and which absolutely had to be stunning and relevant. Finally, a series of direct mail pieces was created, culminating in what we believe to be the world’s most distinct acceptance package…an 8-inch sculpted jackelope nestled in a custom designed box, delivered with a suggestion for the user to realize their own artistic vision by utilizing the mythical Southwest creature as a canvas, or simply as inspiration. Students then post their jackelope art – be it an image, a document, or an audio or video file – on a Facebook page that builds a community of incoming students.
The results? Outstanding. Enrollment spiked and the student body increased by nearly 400%, the University brand gained “buzz” and credibility, and accolades accumulated including recently being recognized in The Princeton Review’s 2014 Best Colleges: Region by Region as a “Best in the West.”
In order to recognize the tradition and equity within the community, the university's original logo (left) acted as strong inspiration for capturing the light and landscape of Santa Fe in a graphic form.
The triangle pattern, inspired by the casted shadows of the campus' architecture, evolved into a consistent motif through all of the communication materials.
Love the French fold featured in the university's first look book.
A few spreads from the look book & individual major brochures.
At launch, the university's website was full of visually engaging content and imagery reflective of the dynamic community. Photography that focused on the grandeur of the landscape were used to impress upon potential students the uniqueness of Santa Fe.
The above recruitment posters were used to catch the eyes of potential students nationally and reintroduce them to the university's offerings.
Most schools send a letter when you are accepted. We somehow convinced the client to send "full-scale" replica of New Mexico's mythical Jackalope. Students were encouraged to personalize their Jackalope which resulted in the creation of a Facebook sharing app and on-campus gallery exhibition.