The Client
Lehigh University, recognized among the nation’s top research universities, established their Graduate College of Education to launch professionals who aim to impact the world—one classroom, school, and community at a time.
Well There’s Your Problem
Despite offering a range of impressive degree programs, low awareness kept these opportunities from reaching those who needed them most. Lehigh knew they needed to make some noise—and not the kind that fades into the endless hum of academic marketing. They needed to connect with the right people and get them excited enough to click “Apply.” The kicker: as this was their biggest push to date behind a dedicated campaign, it had to hit the mark. Spoiler alert: it did. Big time.
Write on Target (see what we did there?)
Lehigh needed more than a campaign—it needed brand positioning that defined its purpose and elevated its reputation. The college wasn’t just awarding degrees; it was building a community of educators who see equity, opportunity, and transformation as core values. So, our work began by refining their identity, crafting a voice that radiated personality and purpose. At the heart of the campaign was the theme, “Your Best Work is Ahead.” This aspirational message put educators front and center, reflecting their role as champions for change while aligning seamlessly with Lehigh’s longstanding “Inspiring Future Makers” platform.
Key Messages
- Make a Positive Impact
Work started at the college lays the foundation for equity, opportunity, and transformation, shaping lives and communities for the better. - Be a Champion for Change
Educators can lead the charge in addressing social injustice, even creating opportunities for communities across the globe. - Shape the Future of Education
Through innovative models of instruction, counseling, and administration, graduates can tackle the most pressing challenges in education today.
Together, these elements created a clear, cohesive narrative that united mission with story, firmly positioning the College of Education as a standout choice for developing educators who are equipped to tackle any challenge, drive progress, and make a lasting impact.
The Visual Flavor
At the heart of this campaign is a simple but powerful symbol: a book. (Remember books? They’re like the internet, but with fewer ads.) We implemented this iconic shape to serve as both a signifier for the College of Education (COE), and a frame that placed students within it. The result captures a sense of belonging to a community of like-minded professionals, allowing students to envision their path to success.
