“Ten Pillars” for strategic growth
The situation:
What was then Houston Baptist University had excellent academic programs, but a weak reputation and local draw. With the arrival of president Robert Sloan, former president of Baylor University, a vision took hold to create a nationally-recognized institution. A series of listening sessions culminated in the development of a 12-year strategy that would dramatically reshape every facet of academic and social life on campus. My challenge was to implement this vision through brand strategy, design, and other creative assets.
The insight
A university is made up of many interests all coalescing into their various ideas of what the institution is and should be. What they share is a love for their experience and the values represented. At this unique time of swift changes and a bold vision, we needed to excite many different stakeholders with a sense of momentum and remind them of what the University stood for at its core.
The strategy
We were able to position the University as combining the high-quality academics of a small liberal arts college and the vibrancy of a big state school, with character development deeply ingrained in every aspect of the experience. I led the overhaul of our creative direction to make a fresh and forward-looking statement to all stakeholders. This included the University’s quarterly magazine—its largest publication—and all recruitment materials. We launched the largest ad campaign in the institution’s history with the tagline “A Higher Education,” to solidify our brand positioning in the marketplace. During my time at the University, enrollment increased at 10X the national average and donations set institutional records.
Focus on what matters.
I’ve helped dozens of brands cut through the noise.
Wesley Gant 