Benedictine College

I was basically given all creative license for Benedictine my first year at VML. Direct client contact, project management, and strategy - what a way to get your feet wet! Anything and everything design I touched - something like 220 printed pieces of collateral in that first year. On the digital side; solutions for email, admissions communications, and alumni online community. The impact has materialized fairly recently - record enrollment (30% growth) resulting in a new dormitory. And record giving amounts.

Background
Benedictine had a very disjointed brand and image. Logos were used and abused in different ways, the integrity of the institution wasn’t reflected in the communications pieces. VML’s CEO Matt Anthony had ties to the school and offered up digital and traditional marketing services pro-bono.

Objective
To bring consistency to the schools brand and collateral. To impact giving, enrollment, alumni community, and graduate programs.

Solutions
A kinetic identity and style guide were developed to ground all design and communications. Loose in its structure it had segmented styles for various audiences:

Admissions | fresh
This audience was young high school students. The style needed to uphold the integrity of the institution but also have an edge and cool factor. Campus beauty and mascots were cropped. The voice was strong and passionate.

Advancement | classy
Designed in respect to the wealthy donor community this segment had to permeate class. Used for formal events and fundraisers, the pieces communicated prestige and belonging to something greater.

Alumni | nostalgic
Old yearbook photos, friendships, and rich heritage helped shaped this style. Used primarily for the alumni community this nostalgic approach helped rekindle connections. Adding value to the community and the BC advancement database.

At times the segments had to come together and look like they came from the same school - that was the problem in the first place. Their alumni magazine is where they all stood side-by-side. Magazine readers ranged from alumni to business owners to prospective students. One of the greatest accomplishments of this brand identity was seeing the institution looking united and beautiful in that magazine.