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FEATURED CASE STUDY

SOUTHWEST BAPTIST
UNIVERSITY BRAND REPOSITIONING  

CLIENT:

SOUTHWEST BAPTIST UNIVERSITY

SCOPE:

BRAND STRATEGY / BRAND VISUAL BRAND LANGUAGE / BRAND GUIDE &  LAUNCH PLANNING / COLLATERAL APPLICATION

Establishing a library of merchandising assets that create a flexible and varied set of graphics to be used in the creation of Weber gear.

The Need

Southwest Baptist University reached out with the need for an updated strategic brand approach that would establish a new brand message and an updated visual brand expression for the university.

The Goals

The goals for the SBU brand repositioning were to create an authentic, but forward looking messaging structure that created momentum for an institution undergoing a lot of change.

The Solution

Out of the final messaging themes, one theme rose to the top, that the students from SBU are uniquely equipped as servant leaders who hit the ground running and lead in the environments that they find themselves in.

The Takeaway

When your institution is going through some fundamental changes to leadership, campus, and overall identity it’s important to remain rooted in who the institution has been and to balance that with what you want it to be. Too much direction one way or the other can feel fake very quickly.

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HERITAGE THEME

Our initial set of assets takes reference from the rich history and heritage of the Weber brand. With nearly 75 years of product design, advertising, packaging, and promotions—there was a treasure trove of elements to draw from.  

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