In September, 2019, Saint Peter's University announced the naming of the University's School of Business in recognition of a $10 million gift from former U.S. Congressman Frank J. Guarini. To commemorate the newly-named Frank J. Guarini School of Business, Saint Peter's partnered with SME in developing a bold and inspirational advertising campaign. 
In addition to generating awareness throughout the tri-state area and beyond, the campaign was designed to reflect the University's Jesuit values in a manner that resonates with today's business school student.
Following a thorough brand audit and several rounds of qualitative interviews with University leadership, we developed a brand positioning revolving around collaboration, connectivity, and leadership. A clean and structured look and feel, driven by the University's primary colors and forward-facing transitional arrows, combined with clever headline writing to deliver on the campaign's central theme of forging a path for future ethical leaders.
The campaign was brought to life primarily through outdoor and digital creative as well as a vibrant television commercial laced with stunning shots of New York's Financial District.

The success of this campaign hinged not just on the visual impact of its design, but the creative direction of SME's Associate Creative Director, Jason Vogel, as well as the strategic guidance and influence of Managing Director, Conor O'Flaherty, and Brand Strategist, Jonathan Hans.​​​​​​​
Watch the 0:60 commercial below:
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