To deliver a meaningful bilingual brand evolution, we partnered with Spanish-speaking experts and grounded our work in audience research and a comprehensive brand audit. This led to a refined brand strategy and verbal identity anchored in the new platform, “Elevate your future / Eleva tu futuro.” We developed a flexible brand architecture and visual system to organize academic and career communities across CMC’s multi-campus footprint, improving on-campus navigation and creating stronger student affiliation through community color designations. The new guidelines enabled consistent rollout across photography, graphics, and communications. Since launch, the refreshed brand has been embraced by students and faculty, integrated across digital and recruitment channels, and contributed to rising application numbers.
Winter 2022