Davidson College has grown from a ‘best kept secret’ into a globally recognized, elite liberal arts school. The College sought to take a fresh look at its brand and creative platform to keep the momentum going, especially in northeastern markets of opportunity. Finch Brands led the process – the most significant research, strategy, and design engagement in Davidson’s history.
While in a strong position, the College sought to understand the basis of its appeal and develop a message/look that highlighted its distinctive characteristics. From there, we developed an integrated campaign across touch points to appeal to all target audiences across the Admissions, Development, Alumni Relations, Talent Acquisition, Athletics, and general workflows.
The process led us to an emphatic conclusion – that Davidson has an opportunity to go beyond its liberal arts ‘species’ and into more distinctive messaging territories.
The center of this – which the data suggested prospective students desire and Davidson delivers – is a focus on the College’s uniquely supportive community and the relationships to which it leads. The Davidson DNA – ‘smart, driven, and kind’ – forms the basis of these relationships and a new brand development approach.