Pure Learning Power

Butler Community College had an established but tired brand. The institution's identity and messaging had become understated and cliche. I led the creative direction of our in-house department and a team of a freelance designer and photographer, bringing strategy, insight and life into the brand. The business objective was to increase enrollment by making Butler the first choice for all graduating high-school seniors, changing the perception of a community college. Our brand strategy was to tell the story of what "Pure Learning Power" (Butler's tagline) truly meant; a personalized education that makes students the center of attention...not lost in a sea of faces in a crowded lecture hall. The Viewbook focused on Butler professors, students and alumni, creating stories of how a personalized education leads to a powerful future. The visuals, messaging and refreshed identity worked, securing record enrollment and making Butler the second largest but first best community college in the state. For this work, we also won multiple awards at the Wichita ADDY Awards that year, taking home BEST of PRINT and the special judges award for OUTSTANDING BRAND IMPLEMENTATION, with the award book remarking, "The pride, the power and the personality of Butler Community College are each abundantly evident in the viewbook...the judges couldn't keep their hands off this piece."