From the Nominator
"In 2021, Providence College partnered with the branding firm Ologie to assess its current brand communications, complete 360-degree market research, identify a positioning framework, and develop a distinctive brand messaging strategy to clearly and concisely articulate the college's unique value proposition. This work served as a foundation, based on compelling data and in-depth market analysis, for the college's in-house marketing and communications team to embark on a creative re-invigoration (implemented after covid-related delays in the spring of 2022) of the institution's strategic marketing and communication campaigns.
The resulting brand framework—expressed across a range of communication platforms—is built on an evidence-based foundation that included meaningful input from every constituent group, giving the college's communications professionals and senior leadership confidence in its authenticity and efficacy. The initial results—measured by standard admission and advancement metrics, in addition to community adoption of the principles and creative platform— point toward notable success.
The strategy is based on the conclusion that Providence College provides to students a distinctive combination of three attributes: 1) high-quality academics, 2) opportunities to create meaningful connections, and 3) an environment where students have robust opportunities to participate in the life of the community. These attributes all rest on the foundation of the college's Catholic and Dominican identity."
From the Judges
This was a very strong submission from Providence College. Brand pillars were used to provide direction on the project approach—not just the outcomes. In doing so, they remained true to the brand throughout every step of the process. Sound strategy, thorough research and discovery, the prioritization of constituent input and clearly defined goals successfully informed the "For Those Who Seek" rebrand and execution. The branding and creative was modern and authentic without deviating from core institutional values. Providence successfully addressed their internal audiences as well, providing clear, thorough guidelines to support the brand in action.