MUSE Silver

2022

A Brand Story Like No Other

Entrant Company

Kivvit

Category

Strategic Program - Brand Strategy Campaign

Client's Name

Augusta University

Country / Region

United States

In 2021, Augusta University set out on a mission to renew their approach to how they tell the remarkable story of Jaguar Nation and its extraordinary people. Augusta University engaged Kivvit to collaborate with their marketing & communications team to create a new brand that would accomplish this effort.



Over the course of a month, the Kivvit team conducted in-depth interviews with dozens of Augusta University stakeholders, ranging from top leadership, to faculty, staff in a range of departments, as well as a large focus group of students, to gain insight and identify opportunities

to improve the school’s reputation — and how it communicates its reputation —to prospective students, parents of prospective students, and other key audiences. In tandem, Kivvit conducted an in-depth analysis of Augusta’s social media presence, as well as other visual branding and web assets to assess current messaging and advertising strategies and tactics.



Using a combination of the findings from the in- depth interviews and the in-depth data analysis, Kivvit developed a detailed creative compass for Augusta. The creative compass included a fresh and inspiring overarching campaign theme and brand, mission statement, brand promise, positioning statement, message pillars, tone-of-voice, and identification of target audiences.



The compass was centered around a new brand: Like No Other.



With the overarching brand direction established, Kivvit’s creative teams began the work of building extensive brand guidelines to address a university’s myriad brand needs including color palette, advertising applications, supporting taglines, font, photography, and texture.



In August of 2021, Augusta University held an event on campus to launch its new brand. Kivvit developed on-campus and digital brand displays to bring the brand to life.To reach target audiences, Kivvit also designed and strategically placed over 17 billboards across Georgia and ran targeted paid and organic digital advertisements across a variety of social platforms.



The Like No Other campaign won Gold at the 2021 Education Digital Marketing Awards.

Credits

Senior Design Associate/Kivvit
Qamile Dani
Senior Design Associate/Kivvit
Becca Hollinger
Digital Supervisor/Kivvit
Rachel Miller
Principal/Kivvit
Terra Seltzer
Managing Director/Kivvit
Kent Holland
Design Director/Kivvit
Kristin Smith
Assoc. Director, Brand Strategy & Insights/Kivvit
Chloe Yosha
Marketing Strategist/Augusta University
Elizabeth Canas
Digital Associate/Kivvit
Paige Harootunian
Associate/Kivvit
Alfred Warren
AVP Comms & Marketing/Augusta University
Aubrey Hinkson
Director of Marketing/Augusta University
Taylor Lamb
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