Muhlenberg Redefine Campaign

Until 2024, Muhlenberg College had done very minimal marketing of itself and as competition grows for students the college decided it was time to create a campaign to use both in print and digital advertising. I was tasked with creating a system that was flexible enough to allow for multiple messages and visual system that could match that. Using the college’s new messaging framework as a foundation, I focused on an open ended short statement that begins with “redefine.” The word is open, inviting, and provokes thought about how one could redefine something. I paired this with simple stripped down visuals with a dark background and softly lit students looking off to the right as if into the future. In order to accomplish this photography, I set up and directed the shoot with our students specifically for this campaign. The double arrow was also added as a graphic element, pointing the viewer to read the copy and is taken from the shape of a large well known sculpture when seen from above.

This campaign was officially and successfully launched in 2024 and continues to this day to be developed. It has evolved to including active photography and campus locations with multiple types of redefine messages. The flexibility of this campaign has extended to print pieces, multiple digital campaigns, and environmental ads. While data is still being compiled, it has already shown an incredible increase in brand awareness and conversions to applications.