You're never too old for a makeover. Even at 240-years-old.
Services: Strategy, Positioning, Identity, Guidelines, Messaging, website, Advertising, Production
In July 2021, Washington & Jefferson College (W&J)—one of America’s oldest and most distinguished liberal arts institutions—formally unveiled their powerful new brand to the world following a years-long collaboration with MogoSME.
The new brand — a bold college-wide strategic vision — was spearheaded by a new identity and suite of marks, designed to differentiate W&J from its competitors. The new identity also pays tribute to the institution’s storied history while positioning it for the future.
Along with a new suite of marks, MogoSME helped W&J communicate its new strategic plan, which delivers a highly-customized, intellectually engaging student experience to develop professionals of uncommon integrity to lead in an ever-changing world.
All work completed at MogoSME.
Chief Creative Officer: Walter Whitman
Creative Director: Jason Vogel
Managing Director: Conor O'Flaherty
Copywriter: Jon Hans
To bring the W&J identity forward, we looked to the past. The mark needed to lean into the future, but couldn't forget it's storied history.
The solution? To heavily feature Old Main — an iconic campus building with matching towers, added in 1875 to mark the joining of Washington College and Jefferson College as Washington & Jefferson College.
Central to all of this was the development of a powerful new brand platform, "Founded Here," which plays off the Founding Fathers W&J is named after while emphasizing various aspects of the multidimensional student experience. This platform not only united all of W&J’s stakeholders, it defined their unique liberal arts education, repositioning them for a brighter future—one that's sure to define W&J for years to come.
W&J's primary color palette is high-contrast and driven by W&J Red—a symbol of the institution's passion for developing ethical leaders.
The secondary palette is derived from where those leaders are molded—the 60 acres that make up W&J's campus, filled with historic landmarks, scenic foliage, tree-lined terrain, and natural skyline.
The new brand was fully introduced to the market through a collection of enrollment marketing materials sent to prospective students looking to join W&J. This included a revamped viewbook, visit brochure, travel piece, self guided tour, financial aid packages.