Early Identification Program
at George Mason University (Virginia, USA)
Branding, Strategy, Creative Direction, Graphic Design, Management
After 25 years as the institution’s college access program, George Mason University executive leadership recognized a certain dissonance between the program and its students. A brand gap. Their customers, middle and high school students, believed the organization could make good on the promises vís a vís its educational programs and services. However, they couldn’t connect with the old school brand of the 80s and 90s.
While preserving decades of brand equity, we built EIP an entirely new brand identity that reconnected students to its essential purpose. We created an all-new brand architecture that spotlighted its premier programs. And with a complete brand strategy and new marketing tactics, Legacy equipped the staff with the tools and the plan that closed the brand gap between the organization and its community.